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…

Characterization of phenolics and VOCs in wines obtained from Malbec vineyards of the Uco Valley submitted to high-altitude solar UV-B and water restriction

Characterization of phenolics and VOCs in wines obtained from Malbec vineyards of the Uco Valley submitted to high-altitude solar UV-B and water restriction

Everything else, it’s work ”Socio-cultural dimensions of terroir among Bordeaux winemakers

In 2010, the OIV adopted a resolution that defines ‘terroir’. The OIV definition understands terroir as the result of the interactions between the physical specificities of a space and human labor, with an emphasis on the subsequently produced collective knowledge (OIV-VITI 333-2010); by doing so, it alludes to the social and cultural dimensions of terroir.

IMPACT OF CLIMATIC ZONES ON THE AROMATIC PROFILE OF CORVINA WINES IN THE VALPOLICELLA REGION

In Italy, in the past two decades, the rate of temperature increases (0.0369 °C per year) was slightly higher compared to the world average (0.0313 °C per year). It has also been indicated that the number and intensity of heat waves have increased considerably in the last decades. (IEA, 2022). Viticultural zones can be classified with climatic indexes. Huglin’s index (HI) considers the temperature in a definite area and has been considered as reliable to evaluate the thermal suitability for winegrape production (Zhang et al., 2023).

Multispectral fluorescence sensitivity to acidic and polyphenolic changes in Chardonnay wines – The case study of malolactic fermentation

In this study, stationary and time-resolved fluorescence signatures were statistically and chemometrically analyzed among three typologies of Chardonnay wines with the objectives to evaluate their sensitivity to acidic and polyphenolic changes.

Ozone to improve the implantation of Lachancea thermotolerans for improving pH in warm areas in wines with low SO2 levels

Una de las biotecnologías más potentes para disminuir el pH en vinos de zonas cálidas y en variedades de pH elevado es el uso de la levadura no-saccharomyces lachancea thermotolerans. Esta especie es capaz de formar ácido láctico a partir de azúcares, reduciendo al mismo tiempo ligeramente el grado alcohólico. Por lo tanto, mejora dos de los principales problemas de los vinos de regiones afectadas por el calentamiento global. El ácido láctico es un ácido orgánico con una buena integración sensorial en el sabor del vino, y también química y biológicamente estable durante el envejecimiento del vino.