From Geographical Indications to Collective Place Branding in France and Morocco

Geographical Indications (GIs) protecting the origin of specific food products are expanding worldwide and are promoted as a first order tool for agricultural and local development in developing countries. At the same time, collective place brands are adopted by the public and private sectors in Europe as a strategy to jointly valorize and promote a package of place-specific products and services, which supports a distinctive territorial identity. We hereby present two cases of collective place-branding from France and Morocco, with the objective of comparing them with Geographical Indications and to uncover their potential to contribute to territorial development. Results indicate that collective place brands can be used as an alternative (or complementary) strategy for supporting agricultural and territorial development. Contrary to GIs, these brands represent an integrated approach to territorial development, involve various local actors, are more flexible in use and less subjected to legal and administrative rules. They can create synergy effects and increase the overall visibility of places and their endogenous assets. On the other hand, collective place brands need leadership and cooperation in order to be successful. Moreover, collective place brands require a long-term commitment from the public and private sector for inducing novel forms of territorial governance.