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…

Analyses of a long-term soil temperature record for the prediction of climate change induced soil carbon changes and greenhouse gas emissions in vineyards

The evaluation of the current and future impact of climate change on viticulture requires an integrated view on a complex interacting system within the soil-plant-atmospheric continuum under continuous change. Aside of the globally observed increase in temperature in almost all viticulture regions for at least four decades, we observe several clear trends at the regional level in the ratio of precipitation to potential evapotranspiration. Additionally the recently published 6th assessment report of the ipcc (the physical science basis) shows case-dependent further expected shifts in climate patterns which will have substantial impacts on the way we will conduct viticulture in the decades to come.

Analysis of temporal variability of cv. Tempranillo phenology within Ribera del Duero Do (Spain) and relationships with climatic characteristics

The Ribera del Duero Designation of Origin (DO) has acquired great recognition during the last decades, being considered one of the highest quality wine producing regions in the world. This DO has grown from 6,460 ha of vineyards officially registered in 1985 to approximately 21,500 ha in 2013. The total grape production stands at around 90 million kg, with an average yield that approaches nearly 4,500 kg/ha. Most vineyards are cultivated under rainfed conditions.

Analysis of the oenological potentials of different oak forests in Hungary

Like France, Hungary has many oak forests used for making barrels since many years. But if the differences between the woods of the North, the East and the South-West forests of France are well known, this is probably not the case of Hungarian forests. However taking into account the essential differences of climates and soils, differences must be significant and the general name “Hungarian oak” must not have any real meaning. We have studied precisely (determination of concentrations of volatile and non-volatile wood compounds, anatomical criteria, measurement of antioxidant capacity) of oaks collected from northeastern Hungary and others collected from the Danube valley in the northwest of the country.

Ultra-High Pressure Homogenization (UHPH): a technique that allows the reduction of SO2 in winemaking

Ultra-High Pressure Homogenization (UHPH) is an innovative, efficient and non-thermal technology that can be applied at different stages in winemaking in order to reduce or avoid the use of sulphites. During 2022 vintage, a batch of Xarel·lo must was processed by UHPH at 300 MPa with an inlet temperature (Ti) of 4 ºC. In order to verify the influence of the UHPH treatment in wine characteristics, alcoholic fermentations with this must (UHPH) were carried out and compared with a control batch (without SO2 addition (C)) and a sulphited batch, in which 60 mg/L of total SO2 (SO2) were added.

Irrigation frequency: variation and agronomic and qualitative effects on cv. Tempranillo in the D. O. Ribera del Duero

The application of irrigation in vineyard cultivation continues to be a highly debated aspect in terms of the quantity and distribution of water throughout the vegetative growth period.