Wineries around Orange could teach other small businesses a thing or two about branding, according to Charles Sturt University (CSU) researcher Ms Nicole Hodge.

 

The Bathurst resident and Honours student in business marketing  is investigating the use of branding in local wineries and said she was passionate about the project.

 

“A brand is about more than a name, a label or even the product. It’s also a fascinating compilation of image, feelings, utility and history,” she said.

 

“There’s plenty of thought and research out there about the customer’s perception of brand, which is very important, but far less information available about how branding happens within businesses.

 

“I want to learn how the brand has come to be and how it has evolved, its stories and what the brand means, and how the people of the business design and present their brand.”

 

Ms Hodge plans to investigate those questions by working with small wineries in Orange.

 

“Small business is an area of great interest for me,” she said.

 

“I have found that small businesses have some of the best stories and the greatest heart. Small sized businesses do things differently to big business. They are about passion, family, dreams, and drive. I am also struck by the great level of respect small sized businesses have for their local communities.

 

“Being from Parkes and currently living in Bathurst, I appreciate the great affect small businesses can have on their towns, and the challenges and opportunities they face in getting their brands out there for all to see.”

 

Ms Hodge said the Orange wine region has had great success in regional branding efforts and is home to a number of strong wine brands.

 

“To hear stories about creating vineyards, crafting labels and producing top quality wines that growers and winemakers can be proud of is my privilege in this research project,” she said.

 

“I believe there’s a lot to be learned about small business branding from wineries.”

 

Ms Hodge is currently interviewing representatives from Orange wineries. If you are the owner or manager of a winery in Orange and are interested in finding out more about her research or in participating, contact her via email. nhodge@csu.edu.au