Redefining the role of Wine Brand Australia

摘要

Wine brand Australia (WBA)—what does it mean? The strategic review of our marketing program delivered by the Australian Wine Export Council (AWEC), the marketing arm of the Australian Wine and Brandy Corporation, recognised the importance of a well-defined brand proposition as central to providing a united focus for Australian wine producers. The importance of getting it right cannot be underestimated as so much of how we communicate with our ultimate consumers rests on the perception Australian wine and all of its surrounding imagery conveys.