The renaissance of Commandaria: A strategic branding prescriptive analysis

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.