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Brand equity for origin-bounded brands

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Abstract

The article expands on the current brand equity literature by recommending new assets and liabilities unique to brands that are bounded to their origins (OBBs). These are brands that are inseparable from their origins, as is the case with most wines. A review of both the origin and branding literature is undertaken and a conceptual approach is used to propose the different ways that OBBs may build brand equity. Brand assets specific to OBBs are detailed, such as tolerance for inconsistencies, authenticity perceptions and origin loyalty. Likewise a specific liability, lack of origin recognition is also examined. Finally, consequences of origin-driven brand equity are outlined and include: encouraged hedonic and ego-political consumption values, limited purchase of counterfeit products and decreased price sensitivity. Before this article, very little conceptual and empirical literature addressed the concept of brands that are bounded to their origin. The article describes possibilities for future research pertaining to this important category of brands, present not only in the wine industry but also common to a variety of other product categories.

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Authors and Affiliations

  1. NEOMA Business School, 59, Rue Pierre Taittinger – BP 302, Reims, 51061, Cedex, France

    Nathalie Spielmann

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  1. Nathalie Spielmann
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Correspondence to Nathalie Spielmann.

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1obtained her PhD from Concordia University (Montreal, Canada) in 2010 and integrated the faculty at Reims Management School that same year. Her research interests include advertising effects, origin effects and consumer behaviour with origin-based (and particularly wine) products. She has published in the European Journal of Marketing, Journal of Business Research, Journal of Services Marketing, International Journal of Wine Business Research and the International Journal of Hospitality Management.

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Spielmann, N. Brand equity for origin-bounded brands. J Brand Manag 21, 189–201 (2014). https://doi.org/10.1057/bm.2013.30

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  • DOI: https://doi.org/10.1057/bm.2013.30

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