Value in the territorial brand: The case of champagne

S. Charters, D. Menival, Benoit Senaux, S. Serdukov

    Research output: Contribution to journalArticle

    9 Citations (Scopus)
    79 Downloads (Pure)

    Abstract

    Purpose: The aim of this study is to consider how key actors in a territorial brand view the creation of value, and how it is balanced between the territorial and individual brands - using champagne as a means of exploring this. Design/methodology/approach: The project was exploratory and a qualitative process involving interviews with key actors in the region was adopted. Findings: Members of the champagne industry adopt a range of views about the nature of value, focusing on image, reputation and perceived quality, but varying between an individualist approach (which considers that value creation lies with the proprietary brands) and a more collectivist perspective, which considers it is predominantly the result of the territorial brand. Research limitations/implications: Research into the organisation of territorial brands is just beginning; while merely exploratory this research suggests that issues around value merit further consideration. Practical implications: Actors within a territorial brand need to clearly negotiate how they view value in order to maintain coherence and a common message. They may also need to pay more attention to issues around brand co-creation. Originality/value: No research in this precise field has previously been carried out and this study highlights variations in the perceptions of key actors within a territorial brand.
    Original languageEnglish
    Pages (from-to)1505-1517
    JournalBritish Food Journal
    Volume115
    Issue number10
    DOIs
    Publication statusPublished - 2013

    Bibliographical note

    This article is © Emerald Group Publishing and permission has been granted for this version to appear here: https://curve.coventry.ac.uk/open/items/e67ecf74-c015-4f0a-aa73-16b329116b89/1/. Emerald does not grant permission for this article to be further copied/distributed or hosted elsewhere without the express permission from Emerald Group Publishing Limited.

    Keywords

    • champagne
    • image
    • price
    • reputation
    • territorial brand
    • value creation
    • branding

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