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…

White wine light-strike fault: a comparison between flint and green bottles under the typical supermarket conditions

Consumer preference favors flint-glass wine bottles over the traditional dark-colored, but it is documented that light exposure can cause white wines to produce off-aromas and change in color, and consequently da[1]mage their quality. Aim of the study was to study the white wine shelf life under the typical supermarket conditions, by recording the light and temperature exposure, the colorimetric changes, and the light-strike fault. METHODS: One pilot experiment based on two white wines and eight-time points and one kinetic experiment based on four white wines and seven-time points were designed and realized using a typical supermarket shelf for 32 and 50 days, correspondently. By installing prototype sensors at 32 points of the shelf, the temperature, UV, IR, and Visible light exposure were registered every 10 min. Approximately 600 commercial wines, bottled in flint and colored glass, were used. The colorimetric changes of the wines were registered and the light-strike fault was evaluated.

Plant regeneration via somatic embryogenesis and preliminary trials for the application of the DNA-free genome editing in grapevine cv. Corvina veronese

Grapevine (Vitis spp.) is a globally significant fruit crop, and enhancing its agronomic and oenological traits is crucial to meet changing agricultural conditions and consumer demands. Conventional breeding has played a key role in domesticating grapevine varieties, but it is a time-consuming process to develop new cultivars with desirable traits for cultivation.
New plant breeding techniques (NpBTs) offer a potential revolution in grapevine cultivation, and genome editing has shown promise for targeted mutagenesis. The success of these biotechnological approaches relies on efficient in vitro regeneration protocols, particularly through somatic embryogenesis (SE).

Utilization of remote sensing technology to detect riesling vineyard variability

ineyard blocks can vary spatially with respect to several viticulturally significant qualities such as soil variables, vine vigor, vine physiology

Wine industry, digital transformation, and sustainability: a systematic literature 

This paper aims to (i) identify the state of the art regarding digital transformation in the transition to sustainability in the wine industry, (ii) analyze the adoption of digital technologies at different stages of the winemaking process and their contribution to the triple bottom line of sustainability, and (iii) present a research agenda that facilitates the development of the field, providing contributions to both literature and managerial practice.

Quantification of newly identified C8 aroma compounds in musts and wines as an analytical tool for the early detection of Fresh Mushroom Off-Flavor

The Fresh Mushroom Off-Flavor (FMOff) is a concerning undesirable aroma in wine specific of certain vintages, characterized by a typical button mushroom aroma. The appearance of this off-flavor is linked to the presence of certain fungus on the grape [1-3].