Terroir 2012 banner
IVES 9 IVES Conference Series 9 The characteristics of strong territorial brands: the case of Champagne

The characteristics of strong territorial brands: the case of Champagne

Abstract

While most brands belong to individual enterprises, some brands belong to groups of enterprises based in a single territory. This conceptual paper examines the characteristics of these territorial brands using the lens of the wine of Champagne in France. Employing a series of past studies the paper first explores the nature of the territorial brand (including its overarching nature and emergent development), then develops an analysis of the preconditions for a strong territorial brand. The proposition is that these include a specific type of brand manager, a strong willingness to co-operate, a common mythology and local engagement. The paper is significant as it considers territorial goods rather than services such as tourism.

DOI:

Publication date: October 1, 2020

Issue: Terroir 2012

Type: Article

Authors

Steve CHARTERS, David MENIVAL

Reims Management School, 59 rue Pierre Taittinger, 51100 France

Contact the author

Keywords

place marketing, territorial brand, champagne.

Tags

IVES Conference Series | Terroir 2012

Citation

Related articles…

Synergistic effect of fumaric acid and chitosan on the inhibition of malolactic fermentation

During wine storage and aging, microorganisms capable of degrading malic acid in an undesirable manner can proliferate.

Partial rootzone drying (PRD): strategic irrigation management as viticultural tool affecting plant physiology and berry quality

Partial rootzone drying (PRD) is an irrigation management technique designed to reduce water use in grapevines without a decline in yield, thereby increasing water use efficiency (WUE). The principle of PRD is to keep part of the root system at a constant drying rate to produce soil derived signals to above-ground plant organs to induce a

Characterization of non-cultivated wild grapevines in Extremadura (Spain) 

Several Eurasian wild grapevine populations were found along Extremadura region (southwestern Spain). For conservation and study, one individual from four different populations (named L1, L2, L5 and L6) was vegetatively propagated and planted at Instituto de Investigaciones Agrarias Finca La Orden (CICYTEX), Badajoz. The aim of the present work was to characterize those conserved individuals from four different populations based on both an ampelographic description and a molecular analysis. Three vines per individual were studied.

Exploring the genomic diversity of yeast involved in spontaneous fermentation. from studies to select autochthonous strains of different italian’s wineries to extensive phylogenetic survey about the italians’ population of s. cerevisiae

Modern winemakers must ensure effective alcoholic fermentation without losing the intrinsic biodiversity of the different oenological contexts. In this sense, the population of saccharomyces cerevisiae characteristic of wineries that traditionally do not use selected yeasts can represent an interesting reservoir of biodiversity.

Relationships between sensitivity to high temperature, stomatal conductance and vegetative architecture in a set of grapevine varieties

High temperatures influence plant development and induce a large set of physiological responses at the leaf scale. Stomatal closure is one of the most observed responses to high temperatures. This response is commonly considered as an adaptive strategy to reduce water loss and embolism in the vascular system caused by the high evaporative demand.