Geographical indications as a brand strategy: A literal review

Abstract

Geographical indications (GIs) are intellectual property rights that identify a product's geographical origin and ensure product quality and brand development for indigenous products. They help indigenous producers build brand value, boost livelihoods, and attract consumers who value regional product characteristics. GIs can drive price premiums and create price-premium transmission dynamics between markets by representing manufacturers' common reputation. Indigenous producers can identify with geographical indications for a unique identity, protection against unfair competition, sustainable practices, cultural heritage preservation, and rural economic growth. Geographical indications as a brand strategy improve product identification, production standards, reputation, quality, production, and regional reputation. They benefit from agrotourism, cultural heritage preservation, international trade negotiations, fair trade, and indigenous producers' interests. This study aimed to explore the role of geographical indications as a brand strategy for indigenous producers and concludes that the future of geographical indications for branding is bright, as countries and regions use them to mark and unleash the potential of the region’s reputation by protecting indigenous products.