View full metadata
Cite as
-
Full Title
Economia agro-alimentare
-
Publisher
FrancoAngeli
-
ISSN
1126-1668 (Printed Journal)
1972-4802 (Online Journal)
-
Journal Volume Number
24
-
Journal Issue Number
1
-
Journal Issue Designation
1
-
Journal Issue Date
2022
-
Full Title
Trademarks and Territorial Marketing: Retrospective and Prospective Analyses of the trademark Prodotti di Qualità
-
By (author)
-
First Page
1
-
Last Page
37
-
Language of text
English
-
Publication Date
2022/06
-
Copyright
2022FrancoAngeli srl
Main description
Trademarks are useful territorial marketing policies contributing to the economic growth of a certain region. However, the complexity of these strategies from a marketing and legal perspective requires a deeper understanding of the functioning of trademarks. We investigate these dynamics for the trademark "Prodotti di Qualità" (PQ), a territorial marketing initiative of Apulia Region (Italy) aiming at enhancing agri-food products with regulated high-quality standards, raising awareness among consumers and promoting marketing and sales of such products. We adopt a multidisciplinary approach to conduct a prospective analysis of marketing issues and a perspective analysis on legal issues. We conclude that, in face of some benefits for users in terms of reduced asymmetric information between consumers and producers, a stronger communication and promotion campaign would increase consumers' awareness and producers' confidence, also contributing to avoid the overlap of the PQ trademarks with other legal forms of labelling, such as geographical indications and certification trademarks. Policy interventions in this direction would be beneficial for the future development of the Apulian territorial marketing.
Reference list of
10.3280/ecag2022oa12860
Unstructured Citation
Csillag P., Stojanović Z.,Bojović R., Filipovic J., Quarrie S., Ristić B., Simmons R., & Torok A. (2021). Pilot actions on regional food labelling and producer coooperation. Strength2Food, Deliverable, n. 9.5.
Unstructured Citation
Desai, D.R. (2012). From trademarks to brands. Fla. L. Rev., 64: 981.
Unstructured Citation
Deselnicu, O.C., Costanigro, M., Souza-Monteiro, D.M., & McFadden, D.T. (2013). A meta-analysis of geographical indication food valuation studies: What drives the premium for origin-based labels? Journal of Agricultural and Resource Economics, 204-219.
Unstructured Citation
EU-DG JRC/IPTS (2006). Economics of food quality assurance and certification schemes managed within an integrated supply chain. Brussels: DG JRC/IPTS.
Unstructured Citation
EUIPO (2016). Infringement of protected geographical indications for wine, spirits, agricultural products and foodstuffs in the European Union. Available at link: euipo.europa.eu (accessed May 10, 2021).
Unstructured Citation
Germanò, A. (2016). Manuale di diritto agrario. G. Giappichelli.
Unstructured Citation
Giacomini, C. (2007). Lo sviluppo dei marchi geografici collettivi e dei segni distintivi per tutelare e valorizzare i prodotti freschissimi (Vol. 554). Milano: FrancoAngeli.
Unstructured Citation
Ismea-Qualivita (2018). RAPPORTO 2018 ISMEA – QUALIVITA sulle produzioni agroalimentari e vitivinicole italiane DOP, IGP e STG.
Unstructured Citation
McCullough, D. (1998). Web-based market research: The dawning of a new age. Direct Marketing, 61(8): 36-39.
Unstructured Citation
Morgan, D.L. (1998). Focus Groups as Qualitative Research. Beverly Hills: Sage Publications.
https://doi.org/10.4135/9781412984287
Unstructured Citation
Schechter, F.I. (1926). Rational Basis of Trademark Protection. The Harvard Law Review, 40: 813.
https://doi.org/10.2307/1330367
Unstructured Citation
Zbuchea, A. (2014). Territorial marketing based on cultural heritage. Management and Marketing, 12(2).