Emerging Issues for Geographical Indication Branding Strategies
分析了以产品地理来源为核心的品牌策略（地理标志）的利弊，包括新进入者威胁、供应过剩、边界扩大和通用化风险，并聚焦企业如何通过地理标志商标获取并保护竞争优势。
Branding strategies centering on the geographical origins of a product can provide a basis for differentiating commodity products. The use of such "geographical indications" (or GIs) can involve unique quality characteristics associated with a particular location or quality images that are based on the history, tradition, and folklore in a region. In this paper we describe the benefits and pitfalls (such as the threat of new entrants, oversupply, the broadening of boundaries to include more producers, and limiting generic use of such names) of using GI branding strategies. We also focus on trademark issues germane to a company's ability to (1) adopt GI-based trademarks as a means of gaining a competitive advantage and (2) protect the rights associated with such marks in order to sustain this source of competitive advantage.