Power Of Place – GI As A Tool For Successful Branding & Strategies

Nikita Verma, LLM, Rajiv Gandhi School of Intellectual Property, IIT Kharagpur

ABSTRACT

Branding has emerged as a vital intangible asset, empowering companies to achieve market recognition and differentiate their services on a global scale. When branding is linked to geographical indications (GIs), it empowers producers to command premium prices for their products while fostering rural development and promoting sustainable agricultural practices. Despite challenges such as collective ownership and potential dilution of brand distinction, the economic benefits of GIs are significant, encompassing higher incomes, expanded market opportunities, and the preservation of cultural heritage. This study highlights the multifaceted advantages of integrating GIs into branding strategies, emphasizing their role in building resilient, trusted, and distinguished brands. As consumers increasingly seek authentic and unique experiences, GIs offer a progressive strategy for businesses aiming to succeed in the contemporary marketplace.

Keywords: Geographical Indication, Branding, Economic Benefits, Strategies.