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Alameda García, D., Fernández Blanco, E., & Hernández Zelaya, S. L. (2024). Branding and Marketing Communication in the Field of Wine: The Experiences of Spanish Denominations of Origin to Build Brand Territory: El cas de les experiències de les denominacions d’origen espanyoles per construir territori de marca. Tripodos, (54), 05. https://doi.org/10.51698/tripodos.2023.54.05
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erritories are in a constant struggle to
attract tourists, investments and resi-
dents striving for differentiation by ex-
ploiting the unique local values, which
hold the essence of each one of them.
This distinction is critical, differentiating
each territory from others, and improv-
ing their competitive edge to be chosen
as a favorite destination (Bigne et al.,
2000). The application of branding in
destination management has been used
in recent years to generate a distinctive
and competitive identity for a place, and
distinguish it from others. And to be truly
effective, the perceptions that a territory
brand inspires in visitors and residents
must align with the destination’s main
assets and their presentation in market-
ing communication (Kotler and Gertner,
2002). In this sense, local products, such
as wine and food, are valid levers that
contribute to shaping the positioning
and differential values of the territories
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