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…

Impact of mannoproteins structural features on the colloid stability when facing different kinds of wine polyphenols

The aim was to study the impact of structural features in the polysaccharide moiety of mannoproteins on their interaction with polyphenols and the formation of colloidal aggregates.

Towards multi-purpose valorisation of polyphenols from grape pomace: Pressurized liquid extraction coupled to purification by membrane processes

Grape by-products (including skins, seeds, stems and vine shoots) are rich in health promoting polyphenols. Their extraction from winery waste and their following purification are of special interest to produce extracts with high added value compounds. Meanwhile, the growing concern over environmental problems associated with economic constraints, require the development of environmentally sustainable extraction technologies. The extraction using semi-continuous subcritical water, as a natural solvent at high temperature and high pressure a technology is promising “green” technology that is environmentally friendly, energy efficient and improve the extraction process in plant tissues.

From local classification to regional zoning-the use of a geographic information system (GIS) in Franconia / Germany. Part 1: specific GIS applications in viticulture

En vue d’une production économique de qualités des raisins optimales une connaissance des informations les plus différentes est importante. Les nouvelles technologies, telles qu’un SIG permettent de réunir les informations sur le terrain, la nature du sol, le danger d’érosion, le climat, la végétation, l’hydrographie, l’apparition de nuisible et de maladies, etc. Sur la base de cartes topographiques un SIG permet une vaste analyse, une appréciation des rapports complexes ainsi qu’une représentation cartographique. Sur la base de modélisations en trois dimensions du terrain avec le SIG, les ensembles de données saisies ainsi que leur classification au niveau local peuvent être utilisés dans la production de zonages régionaux.

Spatial suitability analysis for site selection of vineyards using biophysical models and computational intelligence

Developing a sustainable agricultural production system and acquiring the full potential of land resources requires employing land-use assessment. This entails knowledge of the climate, soil, and topography of the area of interest.

Grape overripening as an innovation strategy in response to climate change

Today’s viticulture is facing a new climatic scenario with temperature increases and rainfall deficits, generated by the effect of climate change. As a result of these new conditions, there are earlier harvests, increased plant water stress and higher disease risk in wetter wine-growing regions.