Geographical Indications communication: challenges for Protection Consortia

The study focuses on the communication strategies of GIs Consortia. The aim of the paper is to shed light on the main challenges of GIs promotion, the potential determinants of different ways of approaching it, and how consortia cope with them. The research is based on interviews with key informants from wine and different food sectors. Results highlight three main issues: the relationships between the Consortia and their members, the need for better brand management and the role of public investment for improving the promotion of GIs, particularly for smaller Consortia.