Place-Branding Experiences

This thought-provoking book navigates the impact of place-brands in the consumer marketplace in light of the extended protection accorded to them under intellectual property laws. Interdisciplinary in scope, the book explores diverse national and international approaches to strategic branding through the lenses of law, marketing, history and sociology. The book presents three place-brands as case studies: ‘Scotch Whisky’-branded whiskies, ‘Napa Valley’-branded wines, and ‘Coffee Kenya’ figurativ