THE PHENOMENA OF BRAND EXTENSION AND THE NEW POSSIBILITIES IN THE ITALIAN WINE INDUSTRY

Abstract

This study explores the phenomenon of brand extension and its emerging possibilities within the Italian wine industry. Brand extension, where established brands expand into new categories or markets, has become a key strategy for companies seeking innovation and growth. The research begins by examining the fundamentals of brand extension, including strategies, advantages, risks, and how it differs from co-branding and licensing.

The focus then shifts to the Italian wine industry, analysing how brand extension has enhanced competitiveness and driven innovation. Key themes include the historical evolution of the industry, the significance of the "Made in Italy" identity, and the use of wine tourism as a brand extension strategy. Case studies of successful examples are provided, along with insights into future growth opportunities.

The final part delves into consumer perceptions of brand extension in the wine sector, supported by research and analysis of emerging trends. The study concludes by identifying the conditions necessary for ongoing innovation and success in this evolving industry.