Please use this identifier to cite or link to this item: http://hdl.handle.net/2381/27699
Title: The Territorial Brand of Champagne and Cultural Omnivorousness
Other Titles: La Marque Territoriale du Champagne et “l‘Omnivorité” Culturelle
Authors: Smith Maguire, Jennifer
First Published: 1-Jun-2012
Presented at: Strategies for Wine Territories: Clusters, Governance and Branding, Reims Management School, Reims France.
Start Date: 1-Jun-2012
Citation: J. Smith Maguire. 2012. The Territorial Brand of Champagne and Cultural Omnivorousness [La Marque Territoriale du Champagne et “l‘Omnivorité” Culturelle]. Paper presented at: Strategies for Wine Territories: Clusters, Governance and Branding. Research Centre for Wine-Place-Value, Reims Management School, Reims. 2012.
Abstract: The paper examines the meaning of Champagne as product and place, in the context of ‘culturally omnivorousness’ tastes for diverse cultural forms and authentic goods. Comparing perspectives of large and small producers and specialist wine writers, the research identifies two ‘myths’ of Champagne: exclusivity and authenticity. The discussion suggests how these myths both offer competitive advantage for the territorial brand of Champagne in a global marketplace, and directions for the extension of the brand for cultural omnivore consumers.
Links: http://www.reims-ms.fr/events/recherche/colloque_wine/index_en.html
http://hdl.handle.net/2381/27699
Type: Conference Paper
Rights: Copyright © the author, 2012.
Appears in Collections:Conference Papers & Presentations, Dept. of Media and Communication

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