NAVIGATING THE MAZE OF NOTORIETY AND REPUTATION IN GEOGRAPHIC INDICATION CHOICES

Abstract

This study investigates the nuanced distinction between notoriety and reputation in the context of geographical indications (GI). While often used interchangeably, notoriety and reputation possess distinct connotations. Notoriety pertains to the extent of familiarity with a product's name, while reputation delves into the analysis of factors contributing to notoriety. This paper delineates notoriety as the proportion of a defined populace acquainted with a brand or label, as documented by Zaharia (2003). Conversely, reputation surpasses mere notoriety, encapsulating consumer perceptions of a product. Giovanni (1999) elaborates on reputation as the collective beliefs and statements concerning the attributes of an entity, shaped by emotions, preferences, cultural inclinations, and religious affiliations. In light of this conceptual differentiation, the prevailing tendency to treat reputation and notoriety as synonymous in the context of geographical indications is shown to be inadequate. This study sheds light on the intricate interplay between these notions and underscores the significance of accurately discerning their implications within the realm of GIs.