Hardback
Place-Branding Experiences
Perspectives from Intellectual Property Owners, Users and Lawyers
9781035311064 Edward Elgar Publishing
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.
More Information
Critical Acclaim
More Information
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.
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.
Critical Acclaim
‘This is a fantastic, thoughtfully edited collection on underexplored topics. Global insights and analysis provided by experts in IP law, policy, and industry offer a novel and interdisciplinary perspective. The collection illuminates connections amongst cultures, identities, production, and law through the lens of Scotch Whisky, Napa Valley wines, and Kenyan coffee. This amalgamation generates an engaging read and an academically valuable resource. Highly recommended.’
– Megan Blakely, Lancaster University, UK
‘The volume gives comprehensive and thoughtful perspectives on the use of place-brands from multiple viewpoints. It is anchored in three case studies which brings the intellectual property issues to life and emphasises their relevance, thus enriching its policy analysis and scholarly critique.’
– Caroline Ncube, University of Cape Town, South Africa
– Megan Blakely, Lancaster University, UK
‘The volume gives comprehensive and thoughtful perspectives on the use of place-brands from multiple viewpoints. It is anchored in three case studies which brings the intellectual property issues to life and emphasises their relevance, thus enriching its policy analysis and scholarly critique.’
– Caroline Ncube, University of Cape Town, South Africa
