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…

Exploring between- and within-vineyard variability of “Malvasia di Candia aromatica” vineyards from Colli Piacentini

Several studies demonstrated how climate and soil may be key drivers of variability at different scales.

Evaluation of Valdadige DOC “Terra dei Forti” vineyards by zoning approach

La conoscenza dell’interazione genotipo x ambiente e pertanto della caratterizzazione territoriale è di prioritaria importanza nella valutazione dei siti. Grazie alla combinazione di dati GIS

Delayed irrigation nearly doubles yield loss compared to anthocyanin gain in Southern Oregon Pinot noir

Irrigation initiation timing is a critical annual management decision that has cascading effects on grapevine productivity and wine quality.

Teinturier grapes: Valorization as a source of high-value compounds for the Chilean food industry

The agri-food industry is constantly searching for ingredients of high functional value, healthy and of natural origin. One species of particular interest is Vitis vinifera, due to its recognized antioxidant potential. Among the grape varieties, one group possesses these antioxidant compounds not only in the skin, but also in its pulp: Teinturier. The red grape has traditionally been used for color correction purposes in winemaking, however, its high antioxidant content transforms it into a raw material of high potential for new formulations of ingredients and foods for the health and wellness market.