Based on the theory of brand communication and on a qualitative research method, the analysis aims to outline the profile of the Romanian consumer of wines produced in the Republic of Moldova. The steps to achieve this goal are: the identification of wine brands relevant to the Romanian market, the analysis of the identities of these brands (the typology of the name, the values, the specific idea, the architecture of each brand) and the analysis of the messages through which the brands are presented. Based on these elements, the profile of the target audience will be defined for each brand. Finally, through a comparative analysis, the general characteristics that define the Romanian public consuming wines produced in the Republic of Moldova will be established.
