The efficiency of the scarcity argument will be dealt with analyzing three price tiers. Tier 1 will include wines valued several tens of thousands of dollars. Tier 2 will deal with wines costing up to several thousand dollars and Tier 3 will concern premium and super-premium wines, going from 17 to 100 dollars. In each case, other arguments might complete or interfere with the scarcity element.
A brand is a unique design, sign, symbol, words, or a combination of these, employed in creating an image that identifies a product and differentiates it from its competitors. A wine brand is strong when it has a high awareness level among customers, a high emotional connection with them, and has built a long-term relationship with them. This translates into both hard data Key Performance Indicators (KPIs) such as price, strength of distribution channels, sales level and its evolution, presence in social medial and soft data KPIs such as brand awareness and brand value. All wineries will not grant the same importance to all indicators, depending on size and ensuing strategic focus.
Not only are cooperatives important players, they have been also improving in the past years due to the pressure of market forces. Many have internal factors that contribute to their success and have a bright future ahead, provided they take into account the current threats they are facing.