Value in the territorial brand: the case of champagne

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.