SUMMARY
Attractiveness strategies involve the creation of "markers", which can be both powerful brand-building tools and symbols of a new image. While the territory's flagships were initially exceptional sites or heritage assets, the trend is now towards identity products. The "Champagne" Appellation d'Origine Contrôlée (AOC) has become the standard-bearer for the "sparkling Venice" (commune of Châlons-en-Champagne), and the "Grappeline" (a chocolate candy made from Champagne) is the new ambassador for shared brand creation.
Keywords: AOC, attractivité, branding, brand flag, image, luxe, marketing territorial, marque, marque territoriale, porte-drapeaux, produit du terroir, qualité, réputation, storytelling, stratégie, Champagne.
Illustration: Adobe Stock - @S. Leitenberger (c)
Publication is reserved for founding members and partners of the A&NMT Chair. If you have access, log in to your partners area to read the rest.
