Territorial-Based Marketing Strategies for Typical Agro-Food Products: Issues and Perspectives

Geographical brands are one of the most relevant competitive levers in the agro-food industry, given thepredominance of small and medium enterprises, with corporate brand salience closely linked to the originof the business, the inputs, and the production process. They are one of the most significant attributesaffecting the product evaluation by the consumer. This chapter aims to contribute to the understandingof the effects of geographical indications on demand side and on supply side. It summarizes the mainfindings highlighted by scholars about the impact of geographical indications on consumers’ choiceand on business and territorial strategies. It also examines the interconnections between geographicalindications, agro-food products, and territorial reputation by analyzing four case studies. Best practicesare linked to the communication of intangible elements related to the typical product, such as credibility,authenticity, warranty, and preservation of social and economic values.