Brand equity for origin-bounded brands
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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.
Keywordsorigin brand equity brand management
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