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Emerging Issues for Geographical Indication Branding Strategies

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  • Sanjeev Agarwal
  • Michael J. Barone

Abstract

Branding strategies centering on the geographical origins of a product can provide a basis for differentiating commodity products. The use of such "geographical indications" (or GIs) can involve unique quality characteristics associated with a particular location or quality images that are based on the history, tradition, and folklore in a region. In this paper we describe the benefits and pitfalls (such as the threat of new entrants, oversupply, the broadening of boundaries to include more producers, and limiting generic use of such names) of using GI branding strategies. We also focus on trademark issues germane to a company's ability to (1) adopt GI-based trademarks as a means of gaining a competitive advantage and (2) protect the rights associated with such marks in order to sustain this source of competitive advantage.

Suggested Citation

  • Sanjeev Agarwal & Michael J. Barone, 2005. "Emerging Issues for Geographical Indication Branding Strategies," Center for Agricultural and Rural Development (CARD) Publications 05-mrp9, Center for Agricultural and Rural Development (CARD) at Iowa State University.
    • Handle: RePEc:ias:cpaper:05-mrp9
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    References listed on IDEAS

    as
    1. Dermot J. Hayes & Sergio H. Lence & Andrea Stoppa, 2004. "Farmer-owned brands?," Agribusiness, John Wiley & Sons, Ltd., vol. 20(3), pages 269-285.
    2. Warren J Bilkey & Erik Nes, 1982. "Country-of-Origin Effects on Product Evaluations," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 13(1), pages 89-100, March.
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    Cited by:

    1. Saak, Alexander E., 2010. "Country of Origin Labeling with Horizontal Differentiation and Cost Variability," 2010 Annual Meeting, July 25-27, 2010, Denver, Colorado 61328, Agricultural and Applied Economics Association.
    2. Jorge Ramos, 2022. "Fleur de sel : How Does a Pinch of Suitable Choice Practices Value This Sustainable Natural Resource?," Resources, MDPI, vol. 11(7), pages 1-13, July.
    3. Guilherme Silva Fracarolli, 2021. "Mapping Online Geographical Indication: Agrifood Products on E-Commerce Shelves of Mercosur and the European Union," Economies, MDPI, vol. 9(2), pages 1-20, May.

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    Keywords

    brand; branding; commodity marketing; generic brand; geographic identity.;
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