This research focuses on the strategic re-branding of the Azerbaijani national wine brand, 'Savalan'. The project investigates customer perceptions, brand insights, and the necessity of re-branding for a brand that appeared outdated or lacked sufficient digital presence. Through a combination of literature review and primary research involving a survey of forty participants in Azerbaijan, the study proposes a comprehensive rebranding strategy. The proposed changes include a new brand name ('Azeri Savalan Wine'), a redesigned logo incorporating the national colors of Azerbaijan (blue, red, and green), a new 3D-effect label, and the introduction of a new slogan: 'Taste the legendary soul of Azeri Savalan Wine.' The research further explores target audience segmentation, competitive advantages against internal and external rivals, and the pivotal role of social media platforms like Facebook and YouTube in promoting the rebranded product to a global audience.
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- Ulkar Suleymanova (Autor), 2015, Re-branding of Azerbaijan National Wine "SAVALAN", Múnich, GRIN Verlag, https://www.grin.com/document/1735842
