Abstract
The King Island Brand is well-recognised and extends across a range of products within Australia. Internationally, the name is known in relation to cheese, seafood, beef, water, small grid renewable energy, and very recently sea salt and links golf. The King Island Brand is valuable and sustainable, by virtue of the quality of the products and well-managed production systems. The brand strength has been built over a number of years. Whilst enjoying considerable benefits from the brand value, the community has had to be constantly vigilant against possible diminution of the brand value by businesses, with no association with King Island, attempting to pass off products as produced on the island. This article discusses some of the trials the community and King Island businesses have faced, and their efforts in response to protect the brand. The introduction of Geographical Indications system for King Island is discussed as a viable alternative to the options currently available for protecting valuable brands.
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Notes
- 1.
Australian Bureau of Statistics Census 2011 counted 1563, on a slightly downward trend.
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Acknowledgements
The information contained in this article derives from the body of work by the King Island community, businesses and Brand Management Group towards developing their place brand over many years. I have gleaned the information by participating as a community member, a business operator, and as a staff member of King Island Council. I wish to acknowledge the King Island Brand Champions, forming a Special Committee of King Island Council, both for their input into this article and for their efforts as community leaders.
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Thorn, J. (2017). New World Case Study: King Island—Living the Place Brand. In: van Caenegem, W., Cleary, J. (eds) The Importance of Place: Geographical Indications as a Tool for Local and Regional Development. Ius Gentium: Comparative Perspectives on Law and Justice, vol 58. Springer, Cham. https://doi.org/10.1007/978-3-319-53073-4_11
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