Feasability study for the implementation of a territory trademark in Bordeaux Metropolis

In 2022,Bordeaux Metropolis began reflecting on the creation of a territory trademark, as part of the implementation of their Territorial Food Plan. From October 2023 to January 2024, Bordeaux Metropolis hired an intern to carry out a feasibility study on this topic. The chosen methodology was to carry out a benchmark on already existing territorial brands (at national, regional and local level at the scale of the France), coupled with a SWOT analysis of Bordeaux Metropolis territory.
4 possible strategies emerged, each with their strengths and weaknesses, threats and opportunities:
- Using a trademark that already exists and supporting it (communication/deployment assistance/etc.);
-Using a trademark that already exists and making a local variation;
-Using an adaptable trademark and adapting it to the territory;
-Creating a new territory trademark from scratch.
During this study, the intern conducted:
-Interviews with managers of various existing brands;
-A quantitative survey on the perception of territorial labels and brands among the population of the territory;
-Interviews with points of sale (markets, stores, restaurants).
In January 2024, the intern produced a report on the study with her recommendations. Her conclusion was that the quickest and least expensive to set up is the use of an existing trademark, while urgently addressing transparency of origin for the consumer
NB: Bio Sud-Ouest France trademark was one of the brands questioned during this study