The evolution of French wine consumers' perception of a high reputation wine: The role of wine tourism in the territorial brand "Champagne"

Abstract

Among marketing academics, a number of ideas suggest the existence of proprietary brands which are bound by a relationship to place. There are many confused and overlapping definitions of these place-bound brands (Skinner, 2008), however, this paper uses the term ‘territorial brand’ defined as a brand which is associated with products that are bound up with the place in which they are made, for environmental reasons, and which therefore cannot be reproduced elsewhere. To be well-organized, it has to fit three characteristics which are the presence of a manager, the existence of both common vision and culture and added-value for both suppliers and consumers. All of them are present in Champagne which is one of the best examples of a territorial brand in wine.