The InWEnt-Regional Seminar

	Preface
	Opening and Introduction
	Regional Marketing in Participants� Countries
	Regional Marketing: Labels and Brands
	The Protection of Regional Products
	Protection of Regional Products
	What is a Geographical Indication?
	Protection of Geographical Indications
	Political and Administrative Structure of Germany
	Field Trip: Spreewald- A German Example
	Outlook

In a second part Frank Thiedig went into the major steps towards a protection and commented on each step.



An Example from Italy

17 producers found the Consortium for the Promotion of Southtyrol Ham, adminstered by the Chamber of Trade in Bozen.	Eurpean Union assigns the Southtyrol Ham the protected geographical indication.

Self contained business management of the consortium, independent of the Chamber of Trade in Bozen.	In the year 1998 the following goals were achieved predominantly: 1. Introduction of a new trade mark for better recognition of the product. 2. The consortium wins a courtcase against a producer who uses the label “Southtyrol“ illegally. An exemplary case on European level, as this was the first judgement for the protection of a PGI product. 3. Creation of a new promotion campaign for Italy, Germany, France, Austria and UK. 1. Reorganisation of the control system: from July onwards controls are executed according to norm EN 45011 by the independent control institute INEQ. 2. The sales promotion budget is tripled; in autumn the first TV campaign with Southtyrol Ham PGI in Italy starts.


In an intensive discussion during and after the presentation several specific questions were discussed e.g. what kind of control for protected products is implemented in Germany?
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Furtheron the difference between an individual brand and a collective brand was clarified. For the individual brand in Germany one can protect the name (only 0,... percent of all cases) the logo (only 2 percent of all cases) name and logo (98 percent of all cases)