Question

1. Describe the brand identity for Chateau Margaux. Is it a luxury brand or a connoisseur’s brand? (Explain)

Answer 1

Brand Identity for Chateau Margaux is a luxury wine brand selling wine of premium quality with well developed taste for connoisseurs who seek unique experience and taste. The brand has exclusivity owing to its experience in luxury wine market and developing its sources and supply so that it can provide rich taste to its customers to differentiate itself from mass market brands and maintain the identity of a luxury brand. The brand has identified opportunity in other segments apart from the luxury segment considering the younger age group and customers who buy affordable wine brands. The brand is developing business model to serve such customer segments but without compromising on the quality and exclusivity of the wine. It will continue to be a luxury brand as well as connoisseur's brand.