Case Detail

Case Summary

Terlato Branding Strategy

Case Number: 5-108-004, Year Published: 2008

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Authors: Alice Tybout; Patrick Bennett; Brie Koenigs

Key Concepts

Branding Strategy


Historically, Terlato Wines International has employed a “house of brands” strategy, whereby the wines it produces and imports are marketed under distinct brand names with minimal mention of the company name. At issue is whether the Terlato name should play a more prominent role in branding.

The case allows the instructor to illustrate the tradeoffs in choosing between a “house of brands” and “branded house” strategy with a contemporary example. It may be used in combination with Terlato Wines International: Managing Rutherford Hill Merlot in a Post-Sideways Market, Case #5-108-001, and Student Supplement: Background Note on the U.S. Wine Market and Terlato Wines International, Case #5-108-002.

Number of Pages: 5

Extended Case Information

Teaching Areas: Marketing

Geographic: United States

Industry: Luxury Wine

Organization Name: Terlato Wines International

Organization Department: Marketing

Organization Size: Medium

Decision Maker Position: VP Marketing

Decision Maker Gender: Male

Year of Case: 2007