Quality label and geographical indications as a business strategy: The case of ‘Brandy de Jerez’ from a PR perspective

Abstract

‘Indicación Geográfica Protegida’ (IGP) as quality label have a double perspective: value to the product brand and quality assurance that it is add to the product. Used to make reference to the food industry products that are identified by different characteristics and own derived from their geographical origin, adding public perception thereof, strict controls and regulations development and a specific legal framework. In this sense, geographical indications play an important role in business management from a communication perspective, a fundamental role in the management of PR in this study conducted a study of the ‘Consejo Regulador’ of the protected geographical indication ‘Brandy de Jerez’ (Sherry) through the case study combined with other investigative techniques such as interviews, direct observation and consultation of secondary data sources. We believe, therefore, from the twenty annual reports to the ‘Consejo Regulador de la indicación geográfica protegia del Brandy de Jerez’ issued from 1989 to 2008, the relationship between the IGP quality label and management of PR companies and products that fall under the umbrella protection.