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…

Use of satellite in precision viticulture: the Franciacorta experience

Today, the concept of precision vine management (or site-specific viticulture) has a great relevance. It is based on the practice of a different management in relation to the different features of the crop site. In this way, all practices should be adapted to the land spatial variability and should be linked to the real needs of vines.

Characterisation of Sicilian Nero d’Avola grape and wine: A preliminary study

The chemical composition and the sensory characteristics of wine result from dynamic interactions between several factors including grape variety, soil, viticultural techniques, climate conditions, yeasts metabolism, oenological approaches. Recently, Grigg et al.

Evaluation of Polarized Projective Mapping as a possible tool for attributing South African Chenin blanc dry wine styles

Multiple Factor Analysis (MFA) According to the Chenin blanc Association of South Africa, there are three recognized dry wine styles, Fresh and Fruity (FF), Rich and Ripe Unwooded (RRU), and Rich and Ripe Wooded (RRW), classically attributed with the help of sensory evaluation. One of the “rapid methods” has drawn our attention for the purpose of simplifying and making style attribution for large sample sets, evaluated during different sessions, more robust. Polarized Projective Mapping (PPM) is a hybrid of Projective Mapping (PM) and Polarised Sensory Positioning (PSP). It is a reference-based method in which poles
(references) are used for the evaluation of similarities and dissimilarities between samples.

Fractionation of copper and iron in wine: Assessment of potential macromolecule and sulfur binding agents

Copper and iron are known to substantially impact wine stability through oxidative, reductive or colloidal phenomena. However, the binding of metal ions to different wine components under wine conditions, and the impact of this binding on the ability of the metal ions to induce spoilage processes, is not well understood. This study surveyed a range of red and white wines for an understanding of the variability of broad metal categories within the wines. The techniques utilized included an electrochemical constant current stripping potentiometry technique (ccSP), and solid phase extraction (SPE) fractionation of wine with subsequent analysis of the metal content of each fraction by inductively coupled plasma – optical emission spectroscopy (ICP-OES).

Dialing in grapevine water stress indicators to better reflect holistic stress responses

Current remote sensing strategies rely heavily on reflectance data and energy balance modelling using thermal imagery to estimate crop water use and stress. These approaches show great promise for driving precision management decisions, but still require work to better understand how detected changes relate to meaningful physiological changes. Under water stress, grapevines exhibit a range of responses involving both biological and physical changes within leaves and canopies.