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…

Achieving Tropical Fruit Aromas in White Wine through Innovative Winemaking Processes

Tropical fruit aroma is highly desirable in certain white wine styles and there is a significant group of consumers that show preference for this aroma.

CHARACTERISTIC EXTRACTION OF THE PHENOL COMPOUNDS IN KOSHU (VITIS VINIFERA CV.) WINE DURING THE MACERATION

Koshu is one of the indigenous grape variety that has been grown in Japan for more than one thousand years. Recent research showed that it has 70% of Vitis vinifera genes. In 2010, the Koshu variety was included in ‘International List of Vine and Varieties and their Synonyms’ managed by the ‘International Organisation of Vine and Wine’ and has further fueled its popularity in Japan. It is the most cultivated variety for winemaking in Japan.
Koshu berries have light purple skins. The variety is mainly used to produce white wines such as an aromatic wine and a wine produced by sur lie method although various styles are produced.

Progetto di zonazione delle valli di Cembra e dell’Adige. Analisi del comportamento della varietà Pinot nero in ambiente subalpino

Nel 1990 la Cantina LA VIS ha intrapreso un progetto di zonazione dei terreni vitati allo scopo di acquisire le conoscenze scientifiche atte a consentire il miglioramento delle qualità dei prodotti. Tale progetto si è articolato su di una superficie di 2000 ettari ubicati lungo l’asta fluviale del fiume Adige da Trento a Salorno e del torrente Avisio da Lavis a Segonzano.

Influence of thermal stress on Malbec, Syrah, and Bonarda (Vitis vinifera L.) anthocyanin content and evolution in growing seasons with heatwaves in semi-arid climate (Argentina)

It is known that high temperature influences the synthesis, transformation and degradation of grape anthocyanin (ANT) threatening the quality of grapes and coloured wines.

The impact of nutrition label formats on wine consumer preferences

Recent regulations concerning alcoholic beverages have prompted producers to revise their product labels to incorporate nutritional information. In this context, qr codes containing such information, known as e-labels, are now being employed on wine labels for the first time.