Abstract

This paper aims to investigate the collective brands of guardianship consortiums in the food industry, starting from theoretical assumption according to which the value of land may transfer reputation, so recognition and appeal, to the product. In particular, this study tries to verify when and how the trademark can become a collective brand, thus enhancing not a single operator but a multitude operating in a particular local context, which participates and benefits itself from this development. Based on the principles of brand theory and by an empirical investigation, this study seeks to identify the key resources of the branding process to which these guardianship marks must be oriented to address the market dynamics in the food industry.