Why types of operations, trade associations, and production trends matter in the geographic branding of an emerging industry

Geographic branding has become an important strategy for economic actors to differentiate their products. While studies have examined geographic branding in well-established industries, less is known about the factors that lead to the adoption of geographic branding innovations in emerging industries. Results from a 2011 mail survey of Pennsylvania winemakers (N = 71, response rate: 50%) indicate that winery operation type (grape grower or wine-only), growth in wine and/or grape production, and trade association membership influence the extent to which geographic branding is adopted and in what forms (regional or state-based) it is used. Winemakers also identified challenges that they believe limit the economic growth of the industry. Findings shed light on the opportunities and limitations of geographical branding and its impacts on regional development