“Typicity, cultural heritage valorization”
Co-written by Marie-Gabrielle Plasseraud
How to promote the identity of local productions and territories to foster economic growth and development?
France is characterized by a very rich national heritage, both tangible and intangible. This represents an important economic asset, which may, if well protected and wisely used, reinvigorate the national economic activity. With nearly 34 billion euros revenue in tourism in 2017, France is the world leading tourist destination. However, the valorization of the identity and the typicity, whether it is national, regional or local, remains under-exploited in France.
Directly related to a sustainable development approach, the valorization of territorial identity also enables to answer to consumers’ current needs in term of traceability and research of authenticity. In order to develop this emerging economy, there are many different legal tools available, although they are largely still ignored from the public.
The book details many success stories and provides strategies for territorial marketing as well as legal instruments to implement them.
Marie-Gabrielle Plasseraud explains: “Our ambition is to bring together in one single book the legal frameworks and success stories of recent years, in order to provide practical guidance to economic actors (including entrepreneurs and local authorities) who try to create synergies between local productions, territorial marketing and cultural heritage. We therefore review the available legal tools and their implementation, at national, European and international level (trademarks, geographic indications or protection of cultural heritage), to use them to support effective and secure business development strategies.”
Marie-Gabrielle Plasseraud, graduate of Sciences Po Paris and Fordham University (New York), and senior lawyer at the law firm De Gaulle Fleurance & Associés, is mainly active in the fields of intellectual property and new technologies.
Yves Plasseraud, doctor of law and former trademark attorney, currently international legal consultant, is now recognized as a specialist in European identities, a subject on which he has written several books.
“Typicity, cultural heritage valorization” (French publication)
Authors: Marie-Gabrielle Plasseraud, Yves Plasseraud
Publisher: TIR (Université Rennes 2)
Format : 145x205mm, 344 pages
Publication Year: 2018
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