This thought-provoking book navigates the impact of place-brands in the consumer marketplace in light of the extended protection accorded to them under intellectual property laws. Interdisciplinary in scope, the book explores diverse national and international approaches to strategic branding through the lenses of law, marketing, history and sociology.
The book presents three place-brands as case studies: ‘Scotch Whisky’-branded whiskies, ‘Napa Valley’-branded wines, and ‘Coffee Kenya’ figurative mark branded coffees. Each of the selected case studies offers a different perspective due to their legislative history and the time at which the place-brand received legal recognition. Chapters include analyses from those working within the industries: traders who use place-brands, lawyers who protect them, marketers who promote them, consumers who rely on them to buy goods, and academics who study them.
Place-Branding Experiences is a valuable resource for traders, marketers, policy makers, and students, academics as well as practitioners of law and marketing in exploring the impact place-branding can have not only on the sectors of industries so branded, but also on the broader regional economies. It advances important lessons from the diverse realities of successful place-brands.
Contents
Foreword xv
PART I INTRODUCTION
1 Place-Branding and the Law 2
Catherine W. Ng, Titilayo Adebola and Abbe E. L. Brown
PART II HOW PLACE-BRANDING STARTED
2 History of the Napa Valley Brand and AVA –
A Multigenerational Insider’s Perspective 14
Ian Swanson and Michael Mondavi
3 Napa Valley: Small Place, Big Reputation 21
Rex Stults
4 Place-Branding in the Coffee Culture of Colonial Kenya:
Tracing the Provenance of a Reputation for Quality 32
Philip Magowan
5 Scotch Whisky: Provenance, Authenticity, and Ownership 41
Julie Bower and David M. Higgins
PART III THE IMPACT OF PLACE-BRANDING
6 Defending the Scottishness of Scotch Whisky 57
Atsuko Ichijo
7 Building Brand Napa 75
Ian Malcolm Taplin
8 The Commercial Power of Place-Branding 92
Henry Farr, Rosie Mallory and Penny Erricker
9 Authentic Place-Branding of Kenya’s Coffee Through
Certification Mark: Practice and Prospects 110
Tom Kabau
PART IV INTELLECTUAL PROPERTY LAW IN PRACTICE
10 The Legal Protection of Geographical Indications in the
United States: Following the Footsteps of Napa Valley 135
J. Scott Gerien
11 Protection of Place Brands in Germany: Opportunities,
Challenges and Strategies from a Practitioner’s Perspective 150
Katharina Hendrike Reuer and Wiebke Baars
12 Protection and Enforcement of ‘Place Brands’ in the
United Kingdom 164
Gareth Jenkins, Kirsten Gilbert, Claire Keating, Elise
Cant and Ann Lee
13 IP Law in Practice: the Case of Kenya 179
Chebet Koros and Melissa Omino
PART V INTELLECTUAL PROPERTY LAW IN
POLICY ANALYSIS
14 The International Legal Landscape for Geographical Indications 196
Titilayo Adebola
15 Legal Protection of Scotch Whisky, Napa Valley AVA
and Coffee Kenya by Distinctive Signs in the Digital Market 225
Pilar Montero
16 Extended Passing Off – Protecting Goodwill in Place
Brands and Other Tales 251
Catherine W. Ng
PART VI THE PRODUCERS’ EXPERIENCES OF
PLACE-BRANDING
17 Place-Branding – Scotch Whisky 277
Graham G. Stewart and Anne Anstruther
18 Scotch Whisky – A Perspective From Islay 284
Anthony Wills
19 The Large Producers’ Experiences of Place-Branding 289
Ian Swanson
20 What’s in a Name? Thoughts on 50 Years of Winemaking
in the Napa Valley 293
Dawnine Dyer
21 Place Brand and Coffee: Perspectives from the Gichangi
Coffee Estate 299
Owen Gichangi
22 Perspective From a Kenyan Coffee Grower: Selling to
Market Through a Co-operative 303
James Ireri John
PART VII CONCLUSIONS
23 Place-Branding Experiences – Perspectives From Three
Case Studies 309
Catherine W. Ng, Titilayo Adebola and Abbe E. L. Brown
Index 320
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