Measuring Brand Congestion in Bordeaux Wine: Too Many Towers, Hills, and Crosses?

13 Pages Posted: 13 Aug 2021 Last revised: 18 Aug 2021

See all articles by Christopher Buccafusco

Christopher Buccafusco

Duke Law School

Jonathan S. Masur

University of Chicago - Law School

Ryan Whalen

The University of Hong Kong - Faculty of Law

Date Written: August 11, 2021

Abstract

Firms rely on brand names to market goods to consumers, and consumers rely on brand names to locate goods that satisfy their preferences. If multiple firms are using the same or similar names, consumers may be confused about which product to buy, and firms may not obtain the benefits of their investments in quality. Recently, both firms and scholars in a number of industries have expressed concern about brand name congestion—too many firms clustering around too few terms. This paper applies computational linguistic analysis to chateau names in the Bordeaux wine region to study the degree of brand congestion within a mature, traditional, and high-value market. We find that Bordeaux producers have highly similar names to one another, far more than in comparable wine regions such as California and Alsace. More than a quarter of all Bordeaux producers have a name that is identical or nearly so to at least one other producer, and many terms are claimed by dozens of different producers. Interestingly, however, we find that the most famous and renowned producers have names that tend to be more distinctive than their less famous brethren.

We also provide access to our dataset containing all of the official classifications of Bordeaux wines since 1855.

Keywords: trademark, branding, clutter, competition, alcohol, beverage, france, linguistic, empirical, intellectual property

Suggested Citation

Buccafusco, Christopher J. and Masur, Jonathan S. and Whalen, Ryan, Measuring Brand Congestion in Bordeaux Wine: Too Many Towers, Hills, and Crosses? (August 11, 2021). Available at SSRN: https://ssrn.com/abstract=3903323 or http://dx.doi.org/10.2139/ssrn.3903323

Christopher J. Buccafusco (Contact Author)

Duke Law School ( email )

Box 90360
Durham, NC 27708-0360
United States

HOME PAGE: http://https://law.duke.edu/fac/buccafusco/

Jonathan S. Masur

University of Chicago - Law School ( email )

1111 E. 60th St.
Chicago, IL 60637
United States
773.702.5188 (Phone)

HOME PAGE: http://www.law.uchicago.edu/faculty/masur/

Ryan Whalen

The University of Hong Kong - Faculty of Law ( email )

Pokfulam Road
Hong Kong, Hong Kong
China

Do you have a job opening that you would like to promote on SSRN?

Paper statistics

Downloads
68
Abstract Views
593
rank
461,997
PlumX Metrics