Communication in Rio Grande do Sul Geographical Indications

• Autor(a) principal: Franco, Cíntia Brenner Acosta
• Data de Publicação: 2023
• Outros Autores: Bruch, Kelly Lissandra, Matei, Ana Paula
• Tipo de documento: Artigo
• Idioma: por
• Título da fonte: Cadernos de Prospecção (Online)
• Texto Completo: https://periodicos.ufba.br/index.php/nit/article/view/50572
• topic: Propriedade Intelectual; Denominação de Origem; Indicação de Procedência; Marketing.; Intellectual Property; Appellation of Origin; Denomination of Origin; Marketing.

Geographical Indications (GI) have been considered an important tool for valuing the territory’s culture, tradition, and know-how. However, INPI protection, by itself, is not enough to reposition the product for consumers. In this way, the communication role is reinforced, in order to the IG full potential can be reverted in benefit for producers, consumers, and society. This exploratory descriptive study aims to analyze communication strategies used by Rio Grande do Sul Geographical Indications. To this end, semi-structured online interviews were carried out with representatives of 10 of the 11 GIs in Rio Grande do Sul registered until May 2021. Different realities were identified, with structure and communication actions at different levels of maturity and complexity. Some actors play an important role by supporting the organization and dissemination of GI, but support policies in the post-registration period, in which there are many challenges for the establishment of products on the market, could be implemented.