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This research analyses the role of storytelling for brand building purposes in the wine industry. Given the enormous amount of Italian wine producers and vineyards, marketing and brand management activities are of paramount importance for every business, both big and SMEs. To be successful in the international market, these fields have to be developed and enhanced, matching the great quality of the products.

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Malagò, Valentina
Born in the Dolomites´ city of Feltre (BL) - Italy. Now MA in International Business Management, I already specialized myself in marketing, followed by the brand management major. Lover of culture, arts, music, sports, oenology and Made in Italy, I am now pursuing my managerial career with a strong interest in Innovation Management.

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