Marketing textbook, chapter 8

A major sparkling wine producer wants to analyse the brand image of two sparkling wine brands. The focus is on comparing the brand design of two emotionally differently positioned brands based on the codes used in each case.

Task definition:

1 Determine the basic codes of the sparkling wine product category using secondary statistical data. In doing so, analyse the different submarkets.

2 Analyse the brand image of the sparkling wine brand Mumm. Firstly, determine the brand positioning of the brand using secondary data. Then carry out a code analysis for the brand. Analyse the linguistic, symbolic, episodic and sensory codes of the brand that are identifiable in the product itself and also in the brand's advertising presence. Establish a connection to the motives of the target group.

3. analyse the brand image of the sparkling wine brand Jule Mumm. Firstly, determine the brand positioning of the brand using secondary data. Then carry out a code analysis for the brand. Analyse the brand's linguistic, symbolic, episodic and sensory codes that can be identified in the product itself and in the brand's advertising. Establish a connection to the motives of the target group.

4. create a comparative analysis for both brands and evaluate the brand presence of both brands. If necessary, make suggestions for improvement.

Literature on the theoretical content of the case study: Scharf et al. (2026): Scheier et al. (2010); Scheier/Held, 2008: Scheler/Held (2009).

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