|dc.description.abstract||The thesis has two main purposes. First, it provides an understanding on the brand identity
theory, the process of its creation and communication. Particularly it discusses the
implementation of the brand identity theory on Ararat Armenian brandies. Secondly, the thesis
focuses on the Country-of-Origin effect studying Armenia's country image, products'
recognizability, the attributes that consumers value while buying wines, and finally their attitudes
towards Armenian wine.
Each part has a different methodology of studying the phenomenon. Ararat Armenian brandies'
brand identity creation and communication is discussed by a case study, specifically
implementing D. Aaker's brand identity model (2002) on the brandy, and identifying the
perspectives and categories that can be found in the brand's identity. The methodology of
studying the second purpose of the thesis is a survey conducted among wine experts and students
of two different universities.
Those studies produced findings on the main perspectives and categories of Ararat's brand
identity and its communication style according to Aaker's brand identity model. The outcome of
this study shows that Ararat brandies brand identity is quite complete, which gives it a big
opportunity to become better known and successful luxury brand in international markets.
In addition, it was found that for the Norwegian consumers the most important attributes of wine
are quality, price and producing country. Also, it was found out that Armenia, as well as its wine,
is not well recognized among the Norwegian consumers, however, there is a great amount of
interest towards both the country and its wine.||nb_NO