Two scenarios.

A company assembles 100 carefully chosen wine consumers. They enter a room and taste and rank five whites and five reds. Then they leave.

The statisticians come in. They analyze the numbers. They discover the one white and one red the crowd liked the most. They speculate why.

The scientists come in and break down those wines, determining the pH, the sugar, the body, the color.

The winemakers step in and recreate the favorite in five variations for white, five variations for red.

The company invites the 100 people back to choose again, but this time with colors, labels, bottle shapes, and wine name ideas also presented.

The cycle repeats itself three more times. The final wines, labels, bottles, and packaging are decided. The wine gets made en masse and sent out to the world.

Then you have a brand.

OR

A vineyard owner tend the vines, and the family that has farmed that land for 20 years and produced a wine from the same spot over and over work another harvest.

The winemaker picks up on the nuance and the impact of the vintage, reminding her of an earlier vintage in the same spot and how those wine turned out. With that in mind, she adjusts some fermentation temperatures and orders a few more barrels from a specific cooper. The harvest occurs, the wines ferment, they begin to rest in the barrels.

The wine gets bottled, packaged, and shipped to importers that know the family, want to support them, and enthusiastically tell their customers It Has Arrived.

The retailers and restaurants that know the family and know how dynamic the wines are have excitement about the new arrivals, and convey the giddy anticipation and news of the new arrivals to their customers.

Somebody buys a bottle. The cork gets pulled and the wine enjoyed. The customer looks at the label and reads about who made it. They snap a picture of the label in the hopes of finding more.

Then you have a brand.