The renaissance of Commandaria: A strategic branding prescriptive analysis

    Research output: Contribution to journalReview articlepeer-review


    This paper provides the theoretical basis and contextual foundation for the commercial rebirth of Commandaria and the reconstruction of its brand. Its findings are based on the results of a research project, funded by the Cyprus Research Promotion Institute. The research provided strategic marketing data and guidance towards the improvement of the Commandaria brand on a local and global basis. This paper's methodology included 20 in-depth interviews, secondary data search and analysis and theoretical research; and it constitutes the second, prescriptive part, of the Commandaria research project. This paper has reached a number of conclusions, that both stress the need for extensive and comprehensive branding for Commandaria, and set the strategic basis for its development.

    Original languageEnglish
    Pages (from-to)302-316
    Number of pages15
    JournalJournal for Global Business Advancement
    Issue number4
    Publication statusPublished - Nov 2011


    • Branding
    • Commandaria
    • Cyprus wine
    • Marketing
    • Sweet wine
    • Wine
    • Wine business


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