Branding The Corporate Winery
Corporate branding can be an important part of a company’s communication strategy. The corporate identity shapes how a company is known and perceived by the public. Logo’s, jingles, products and advertising are only part of the shaping of this image. It has been identified that architecture can play a significant role too (Melewar & Jenkins, 2002). The wine industry in New Zealand is very competitive and has a very involved relationship with the public. This thesis explores how a wine company can display corporate values through architecture. Using Pernod Ricard as the company, and a new winery production facility as the case study, the thesis will use architectural design elements to produce a functional winery with a unique experience driven by Pernod Ricard’s values. Being an international cooperation, place specific values as well as sub-brand values compete with core values of the company. These factors present an interesting architectural investigation.