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…

How to make a mineral wine? Producers’ representations vs. scientific data

In this video recording of the IVES science meeting 2023, Jordi Ballester (Centre des sciences du goût et de l’alimentation, CNRS, INRAE, Institut Agro, Université Bourgogne Franche-Comté, Dijon, France) speaks on how to make a mineral wine, producers’ representations vs. scientific data. This presentation is based on an original article accessible for free on OENO One.

LC-MS based metabolomics and target analysis to study the chemical evolution of wines stored under different redox conditions

Oxygen is a key player in oenology, since its effects can be a blessing, benefiting wine quality, or a curse causing irreversible damage.

Towards multi-purpose valorisation of polyphenols from grape pomace: Pressurized liquid extraction coupled to purification by membrane processes

Grape by-products (including skins, seeds, stems and vine shoots) are rich in health promoting polyphenols. Their extraction from winery waste and their following purification are of special interest to produce extracts with high added value compounds. Meanwhile, the growing concern over environmental problems associated with economic constraints, require the development of environmentally sustainable extraction technologies. The extraction using semi-continuous subcritical water, as a natural solvent at high temperature and high pressure a technology is promising “green” technology that is environmentally friendly, energy efficient and improve the extraction process in plant tissues.

Talking about terroir

When talking about terroir, scientists and lay wine tasters, very much including wine journalists and wine growers, too often talk past one another.

Unraveling the mystery of 3SH: Quantifying glut-3SH-al and its bisulfite adduct in a range of white grape juice and wine samples

3-Sulfanylhexan-1-ol (3SH) is a key impact odorant of white wines such as Sauvignon Blanc. In particular, the varietal characters of Sauvignon Blanc, especially from Marlborough NZ, are strongly influenced by the concentrations of 3SH