El concepto de "valor de marca" aplicado a los signos de calidad con indicacion geografica

Los signos de calidad como denominaciones de origen y otras indicaciones geograficas son elementos de diferenciacion que estan suscitando, desde hace unos anos, gran interes y desarrollo en muchos paises. Ademas de ser figuras de proteccion oficial, tienen un significado comercial similiar al de las marcas comerciales, apareciendo como contramarcas junto a las marcas individuales de las empresas acogidas a dicha indicacion. Aunque su eficacia en la generacion de preferencia de marca entre consumidores y canales ha quedado demostrada en algunos casos, no parece ser asi en otros. Nos preguntamos que factores intervienen para alcanzar dicha eficacia. Asimismo, los beneficios de una marca de origen deberian generar otro tipo de valores para el conjunto del territorio que la acoge. Analizamos aqui la concepcion tradicional del termino "valor de marca", su idoneidad para el caso de estos distinticos colectivos y proponemos una adaptacion del mismo para evaluar el poder de estos signos. For some time now, signs of quality like denominations of origin and other geographical indications are arousing a quite deal of interest and experiencing great development in many countries. Besides their role as legal protection signs, these indications have a clear marketing function, very closely related to that of commercial brands and trade marks. They indeed act as collective brands that appear along with brands of producers belonging to that appellation. While several studies have proved the effectiveness of these marks regarding consumer and retailer brand preference generation, other studies showed opposite results. We wonder the cause of that effectiveness. Furthermore, we expect that a sound geographical indication could enrich its region by developing a much broader range of values. In this paper we analyze the traditional marketing conception of "brand equity", its suitability regarding geographical indications as collective brands and we propose a new framework to assess these signs' real marketing power.


Other Titles:
A methodological proposal for adapting the brand equity concept to quality labels of origin
Issue Date:
2012
Publication Type:
Journal Article
DOI and Other Identifiers:
Record Identifier:
https://ageconsearch.umn.edu/record/187165
PURL Identifier:
http://purl.umn.edu/187165
Published in:
Revista Española de Estudios Agrosociales y Pesqueros, 232
Page range:
131-164
Total Pages:
34
JEL Codes:
Q1
Series Statement:
232




 Record created 2017-04-01, last modified 2020-10-28

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