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…

Comparing the chemical and sensory consequences of grapevine smoke exposure in grapes and wine from different cultivars and different wine regions in Australia

Aim: This study aimed to benchmark the chemical and sensory consequences of grapevine exposure to smoke, by comparing: (i) the concentration of volatile phenols and volatile phenol glycosides in control and smoke-affected grapes from different cultivars and different wine regions; and (ii) the chemical and sensory profiles of wines made from control and smoke-affected grapes, from different cultivars.  

Exploring induced mutagenesis as a tool for grapevine intra-varietal improvement: increased diversity in ripening periods and bunch traits with climate resilience potential

The wine industry currently relies on a limited number of grapevine cultivars, comprised of numerous clones with slight differences in their viticultural, oenological, or stress-tolerance traits.

Mesoclimate and Topography influence on grape composition and yield in the AOC Priorat

The Priorat AOC, which is situated behind the coastal mountain range of Tarragona, is characterised by a Mediterranean climate that tends towards continentality and has very little precipitation during the vegetation cycle

Viticultural practices: past, present and future

Practices in viticulture have greatly evolved in the last five decades. There were three objectives: improvement in the quality of the products, reduction in the production costs through mechanization

Preliminary results of the effect of post veraison pre-pruning on grape and wine composition in Tannat and Merlot

The seasonal’s climatic conditions determine the composition of grapes at harvest as they affect the vine’s physiology and development. High temperatures during the grape ripening period cause a high accumulation of sugars and degradation of fruit acidity ,and alter the synthesis of polyphenols. Therefore, some vineyard management can be applied in order to modify grapevine impact on climate variability. One example is the pre-pruning at the beginning of grape ripening, which can delay the ripening period and modify the composition of the grapes at harvest. This work aims to evaluate the pre-pruning field technique on yield components and alcohol content in wines of Tannat and Merlot varieties.