Place-Branding Experiences: Perspectives From Three Case Studies

This chapter takes an interdisciplinary approach to focus on the three case studies examined in this volume: Scotch Whisky, the Napa Valley AVA, and the Coffee Kenya figurative mark, to draw lessons for academics and stakeholders. It takes readers on a journey from the beginnings of geographical indication (GI) protection from the perspectives of Scotch Whisky, then the Napa Valley AVA, to, more recently, the Coffee Kenya figurative mark, and examines some of the challenges these place brands faced as they gained protection under the law. It concludes with the question: ‘whom are GIs and GI protection, in each of its forms, good for?’ and suggests the perspectives of the stakeholders, some of whom are represented in this volume, hold the answer to what GIs are good for and to what extent each form of GI protection is effective and necessary.