Mapping Country Wine Brand Personalities, Examples from Five Nations: An Abstract
This paper presents a study of wine estate websites in five different countries and regions designed to explore which dimensions of brand personality wine estates exhibit online, to determine whether wine estates in different countries portray different dimensions of brand personality. The study uses text content from wine estate websites and analyzes it using the text analysis software Diction. Typical applications of the BPS include comparisons of brand personalities within an offering category utilizing questionnaires in which respondents indicate the extent to which the brands being compared possess dimensions of brand personality, namely, sincerity, excitement, competence, sophistication, and ruggedness.
We chose five wine tourist destination countries/regions for the study to, first, get a mix of old and new world wine producers (France [old], South Africa [new/old], Australia, New Zealand, USA [new]) and in the case of three nations looked at the entire country (Australia, New Zealand, and South Africa) and at the best-known regions in two countries (Bordeaux for France, Napa for USA). The text analysis software Diction (www.dictionsoftware.com) was used to analyze the data. Diction is especially useful for determining the tone of a verbal message and allows the user to incorporate their own dictionaries into the analysis to determine scores based on frequency of key words and tone. We extracted complete text from the websites of the different wine producers and used the five brand personality dictionaries (competence, excitement, ruggedness, sincerity, and sophistication) from the Pitt et al. (2007) dictionary source as the basis for computation for the analysis.
Our findings show that there is little distinction across estates and regions on dimensions of brand personality in the self-portrayals of the brands on estate websites. Although there is some distinction, all speak most of excitement, followed by sincerity, then confidence and ruggedness, and least of sophistication in that order. These findings indicate that although wine estates and regions are unique in terms of the wine they produce and the geography from which the wine is produced, there is potentially room for estates to differentiate their brand on brand personality dimensions in their marketing. As well, the approach used in this research provides methodological insight into a way for those who manage wine tourism at the national, regional, and estate levels to gauge whether the personality of their brand is being communicated online as it is intended to be. The information gleaned from this type of research can be utilized both in brand personality decisions at a strategic level and in website design decisions at a tactical level.