Emerging Issues for Geographical Indication Branding Strategies
AbstractBranding 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.
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Bibliographic InfoPaper provided by Center for Agricultural and Rural Development (CARD) at Iowa State University in its series Center for Agricultural and Rural Development (CARD) Publications with number 05-mrp9.
Date of creation: Jan 2005
Date of revision:
brand; branding; commodity marketing; generic brand; geographic identity.;
This paper has been announced in the following NEP Reports:
- NEP-AGR-2006-04-22 (Agricultural Economics)
- NEP-ALL-2006-04-22 (All new papers)
- NEP-CSE-2006-04-22 (Economics of Strategic Management)
- NEP-MKT-2006-04-22 (Marketing)
Please report citation or reference errors to , or , if you are the registered author of the cited work, log in to your RePEc Author Service profile, click on "citations" and make appropriate adjustments.:
- Hayes, Dermot J. & Lence, Sergio H., 2002.
Staff General Research Papers
12707, Iowa State University, Department of Economics.
- Hayes, Dermot J. & Lence, Sergio H. & Stoppa, Andrea, 2004. "Farmer-Owned Brands?," Staff General Research Papers 11285, Iowa State University, Department of Economics.
- Dermot J. Hayes & Sergio H. Lence & Andrea Stoppa, 2003. "Farmer-Owned Brands?," Center for Agricultural and Rural Development (CARD) Publications 02-bp39, Center for Agricultural and Rural Development (CARD) at Iowa State University.
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