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62 P R A C T I C A L W I N E R Y & V I N E YA R D August 2015 W I N E M A R K E T I N G and international brand name categories were second, followed by geographic, regional and animal. Examples from the humorous brand name category were significantly lower than all others. Figure 2 shows that for "quality expec- tations," the indigenous brand name category was rated significantly higher than others, followed by personal brand names in second, then a grouping of international, geographic and regional brand name categories in third place. Significantly lower was animal followed by a lower still humorous category. Personal brand names claimed the "highest price prepared to pay" rating, significantly different from all but the indigenous brand name (Figure 3). This result suggests that consumers have posi- tive price and quality perceptions toward wines that are named after a particular person. It may be that an implied level of trust is involved when a personal brand name is used; in other words, consumers are likely to think that only someone who is proud of their product would put their name on it. Indigenous and international brand name categories formed the second group, with a grouping of geographic and regional categories in third. Animal was distinct from all but regional in fourth, with the humorous category alone as the lowest ranked. Respondents rated their ability to pro- nounce equally highest across regional, geographic, animal, humorous and per- sonal brand name categories (Figure 4). Indigenous brand names were second, and international brand names had the lowest score. Although the Maori language is rec- ognized as an official language in New Zealand, only 4% of the total popula- tion has an understanding of it; this is likely to have affected consumers' ability to pronounce indigenous wine brand names, which are based on Maori names or words. Similarly, it could be expected that New Zealanders would not neces- sarily be confident in their ability to pronounce wine brand names that have originated from a language other than English. When in a retail store or restaurant, respondents were most comfortable ask- Ability to pronounce Brand name category Figure 4. Scale ranged from 1 "not confident" to 3 "very confident." Brand name category Comfortable asking by name Figure 5. Scale ranged from 1 "not comfortable" to 3 "comfortable." 11 | 12 | 2015 • NAPA PREMIERE PARTNER PLATINUM SPONSORS Agri-Analysis, Central Valley Builders Duarte Nursery, ETS Laboratories connecting vineyard practices to wine quality Register at ROOTSTOCKNAPA.COM High-level, Provocative Seminars with Industry Experts Concept Bar featuring Innovative Technology Wine Trials & Blending Sessions Exclusive Viticulture & Enology Exhibition