| Abstract: |
Branding strategies centering on the geographical origins of a product can
provide a basis for differentiating commodity products. The use of such
"geographical indications" (or GIs) can involve unique quality characteristics
associated with a particular location or quality images that are based on the
history, tradition, and folklore in a region. In this paper we describe the
benefits and pitfalls (such as the threat of new entrants, oversupply, the
broadening of boundaries to include more producers, and limiting generic use
of such names) of using GI branding strategies. We also focus on trademark
issues germane to a company's ability to (1) adopt GI-based trademarks as a
means of gaining a competitive advantage and (2) protect the rights associated
with such marks in order to sustain this source of competitive advantage. |