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…

Metabolomics of grape polyphenols as a consequence of post-harvest drying: on-plant dehydration vs warehouse withering

A method of suspect screening analysis to study grape metabolomics, was developed [1]. By performing ultra-high performance liquid chromatography (UHPLC) – high-resolution mass spectrometry (HRMS) analysis of the grape extract, averaging 320-450 putative grape compounds are identified which include mainly polyphenols. Identification of metabolites is performed by a new HRMS-database of putative grape and wine compounds expressly constructed (GrapeMetabolomics) which currently includes around 1,100 entries.

Nutrient absorption in vines (Vitis vinifera L., cv. Tempranillo blanco) under two water management approaches in a semiarid region of the north of Spain

Two treatments were studied in vines of cv. Tempranillo blanco (Vitis vinifera L.) during the 2012-2018 period in an experimental plot located in Rincón de Soto (La Rioja, Spain). Rainfed treatment (R0) was compared with respect to an irrigation treatment (R2) equivalent to 30% of the crop evapotranspiration (ET0) from fruitset to harvest phenological stages. Pre-veraison irrigation ranged from 43 (2014) to 66 mm/m2 (2018) while post-veraison irrigation ranged from 37 (2017) to 115 mm/m2 (2012).The normalized difference vegetation index (NDVI) was assessed by measures of reflectance, nutrients were determined by analysis of petioles sampled at veraison, grape production was determined at harvest as well as renewable wood weight was assessed at pruning time.

Evaluation of interception traps for capture of Xylotrechus arvicola (Coleoptera: Cerambycidae) in vineyards varieties from Protected Denomination of Origin León

Xylotrechus arvicola (Coleoptera: Cerambycidae) is a pest in vineyards (Vitis vinifera) in the main Spain wine-producing regions with Protected Denomination of Origin (PDO). The action of the larvae, associated to the spreading of wood fungi, causes damage especially in important varieties of V. vinifera. X. arvicola females lay eggs concentrated in cracks or under the rhytidome in the wood vines, which allows the emerging larvae to get into the wood and make galleries inside the plant being then necessary to prune intensively or to pull up the bored plants (1). The objective of the study was to evaluate captures of X. arvicola insects in five varieties of V. vinifera in PDO León.

Mesoclimate and Topography influence on grape composition and yield in the AOC Priorat

The Priorat AOC, which is situated behind the coastal mountain range of Tarragona, is characterised by a Mediterranean climate that tends towards continentality and has very little precipitation during the vegetation cycle

Contribution of Electrical Resistivity Tomography (ERT) measurements for characterizing hydrological behaviour of an experimental plot in relation to pedo-geological factors (AOC Gaillac, SW France)

Electrical Resistivity Tomography (ERT) measurements have been performed by the Wenner method on an experimental plot situated in Gaillac region.