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…

Survey assessing different practices for mechanical winter pruning in Southern France vineyards

Winter pruning is today the longest operation for hand workers in the vineyard. Over the last years, mechanical pruning practices have become popular in southern France vineyards to respond to competitiveness issue especially for the basic and mid-range wine production. Wine farmers have developed different vineyard management techniques associated with mechanical winter pruning. They sought to be precise or not to control the buds number per vine.

IMPACT OF THE WINES’ QUALITY ON THE WINE DISTILLATES’ ORGANOLEPTIC PROFILE

Brandy de Jerez (BJ) is a spirit drink made exclusively from spirits and wine distillates and is characterized by the use of casks for aging that previously contained Sherries. The quality and sensory complexity of BJ depend on the raw materials and some factors: grape variety, conditions during processing the wine and its distillation, as well as the aging in the cask. Therefore, the original compounds of the grapes from which it comes are of great interest (1 y 2) being in most cases the Airén variety. Their relationship with the quality of the musts and the wines obtained from them has been studied (3) and varies each year of harvest depending on the weather conditions (4).

Oenological potential of cv. Tortojona: A minority grape variety from Extremadura, southwest Spain

This work, included in the VAVEGEX project, aims to evaluate the oenological, phenolic, chromatic and sensory characteristics of the grapes, must and wines produced from cv. Tortojona, minority variety grown in Extremadura region (Southwest, Spain).

Exploring relationships among grapevine chemical and physiological parameters and mycobiome composition under drought stress

Improving our knowledge on biotic and abiotic factors that influence the composition of the grapevine mycobiome is of great agricultural significance, due to potential effects on plant health, productivity, and wine characteristics. Among the various environmental factors affecting the morphological, physiological, biochemical and molecular attributes of grapevine, drought stress is one of the most severe, becoming increasingly an issue worldwide.

Relation between phenolic content, antioxidant capacity, oxygen consumption rate of diverse tannins

The work was aimed at comparing some analytical methods used to characterize oenological tannins and the measure of oxygen consumption rate (OCR), in order to provide oenologists with a rapid method to test the antioxidant capacity of tannin based products and a tool to choose the best suited product for each purpose.