Emotions, identity and branding : An analysis of wine producers Instragram communication

This paper examines how wine brands use emotional branding and narrative identities to connect with customers on Instagram. The research questions were as follows: How do winemakers use emotional branding in their communication on Instagram? How does the narrative that the company tells about itself relate to the customer's identity? To answer this, a semiotic analysis was made where three different wine producers were examined. For each wine producer, a profile overview and three posts were analyzed. The findings show that all three wine producers created content that corresponds to emotional branding for instance by trying to emphasize a connection to sentimental memories, socialization, lifestyles and ideals. By trying to create a narrative around the brand, they intend to attract consumers whose narrative identity corresponds to the identity of the brand. This is relevant knowledge for designers and marketing people in order to connect with consumers. Since the wine business has a great economic relevance, this knowledge can also be considered to be of general interest