From firm’s brand identity to cluster’s brand identity. A web-based analysis on Tuscan wineries

Purpose – This paper aims to investigate the brand identity drivers used online by wineries and to assess cluster identity from the analysis of firms’ specific branding strategies. Design/methodology/approach – Chianti, Chianti Classico and Brunello di Montalcino wine clusters (located in Tuscany, Italy) were selected as the set for this study. A total of 452 wineries websites were analyzed using a text frequency query, and the results were further examined through a discriminant analysis. Findings – The theoretical framework was modeled after a careful analysis of the literature and is composed of three macro-areas of identity drivers: locational, product/process and social attributes. The analysis of winery websites shows the presence of all the drivers examined, which explain not only the wineries’ specific strategies but also the drivers of a particular cluster’s brand identity. A discriminant analysis highlighted that some drivers are able to explain the unique characteristics of the three clusters. Originality/value – This research seeks to build a holistic investigation of all the identity drivers used by firms online. The specific brand identity focus and the holistic approach can enrich both academics and practitioners with a framework of current branding strategies.