A Product Brand is its Nation's Brand: A Case Study on the Promotion of Chilean Wines in the United States Public Deposited

Downloadable Content

Download PDF
Last Modified
  • March 21, 2019
  • Mino Navarrete, Pablo
    • Affiliation: Hussman School of Journalism and Media, Mass Communication Graduate Program
  • In the last 25 years, Chile opened its economy to the world, exporting different goods and services and signing trade agreements with more than 60 countries. Wine is one of the most exported products from Chile to the United States. However, despite the economic success in the relations between both countries, Chilean wines still seem to be unknown to the average American citizen. Through a competitive analysis and in-depth interviews, this study seeks to understand how Chilean wineries can make use of different integrated marketing communications (IMC) campaigns to strategically approach publics involved in the wine distribution chain, such as wholesalers, owners of restaurants, sommeliers, chefs, managers at supermarkets, specialized media outlets in wine and gastronomy, and also final consumers.
Date of publication
Resource type
Rights statement
  • In Copyright
  • Hennink-Kaminski, Heidi
  • Brinn, Laura
  • Cabosky, Joseph
  • Master of Arts
Degree granting institution
  • University of North Carolina at Chapel Hill Graduate School
Graduation year
  • 2017

This work has no parents.