Edited by Catherine W. Ng, Titilayo Adebola and Abbe E.L. Brown, School of Law, University of Aberdeen, UK

• ContentsForeword xvPART I INTRODUCTION1 Place-Branding and the Law 2Catherine W. Ng, Titilayo Adebola and Abbe E. L. BrownPART II HOW PLACE-BRANDING STARTED2 History of the Napa Valley Brand and AVA –A Multigenerational Insider’s Perspective 14Ian Swanson and Michael Mondavi3 Napa Valley: Small Place, Big Reputation 21Rex Stults4 Place-Branding in the Coffee Culture of Colonial Kenya:Tracing the Provenance of a Reputation for Quality 32Philip Magowan5 Scotch Whisky: Provenance, Authenticity, and Ownership 41Julie Bower and David M. HigginsPART III THE IMPACT OF PLACE-BRANDING6 Defending the Scottishness of Scotch Whisky 57Atsuko Ichijo7 Building Brand Napa 75Ian Malcolm Taplin8 The Commercial Power of Place-Branding 92Henry Farr, Rosie Mallory and Penny Erricker9 Authentic Place-Branding of Kenya’s Coffee ThroughCertification Mark: Practice and Prospects 110Tom KabauPART IV INTELLECTUAL PROPERTY LAW IN PRACTICE10 The Legal Protection of Geographical Indications in theUnited States: Following the Footsteps of Napa Valley 135J. Scott Gerien11 Protection of Place Brands in Germany: Opportunities,Challenges and Strategies from a Practitioner’s Perspective 150Katharina Hendrike Reuer and Wiebke Baars12 Protection and Enforcement of ‘Place Brands’ in theUnited Kingdom 164Gareth Jenkins, Kirsten Gilbert, Claire Keating, EliseCant and Ann Lee13 IP Law in Practice: the Case of Kenya 179Chebet Koros and Melissa OminoPART V INTELLECTUAL PROPERTY LAW INPOLICY ANALYSIS14 The International Legal Landscape for Geographical Indications 196Titilayo Adebola15 Legal Protection of Scotch Whisky, Napa Valley AVAand Coffee Kenya by Distinctive Signs in the Digital Market 225Pilar Montero16 Extended Passing Off – Protecting Goodwill in PlaceBrands and Other Tales 251Catherine W. NgPART VI THE PRODUCERS’ EXPERIENCES OFPLACE-BRANDING17 Place-Branding – Scotch Whisky 277Graham G. Stewart and Anne Anstruther18 Scotch Whisky – A Perspective From Islay 284Anthony Wills19 The Large Producers’ Experiences of Place-Branding 289Ian Swanson20 What’s in a Name? Thoughts on 50 Years of Winemakingin the Napa Valley 293Dawnine Dyer21 Place Brand and Coffee: Perspectives from the GichangiCoffee Estate 299Owen Gichangi22 Perspective From a Kenyan Coffee Grower: Selling toMarket Through a Co-operative 303James Ireri JohnPART VII CONCLUSIONS23 Place-Branding Experiences – Perspectives From ThreeCase Studies 309Catherine W. Ng, Titilayo Adebola and Abbe E. L. BrownIndex 320

‘This is a fantastic, thoughtfully edited collection on underexplored topics. Global insights and analysis provided by experts in IP law, policy, and industry offer a novel and interdisciplinary perspective. The collection illuminates connections amongst cultures, identities, production, and law through the lens of Scotch Whisky, Napa Valley wines, and Kenyan coffee. This amalgamation generates an engaging read and an academically valuable resource. Highly recommended.’

Edited by Catherine W. Ng, Titilayo Adebola and Abbe E.L. Brown, School of Law, University of Aberdeen, UK

• ContentsForeword xvPART I INTRODUCTION1 Place-Branding and the Law 2Catherine W. Ng, Titilayo Adebola and Abbe E. L. BrownPART II HOW PLACE-BRANDING STARTED2 History of the Napa Valley Brand and AVA –A Multigenerational Insider’s Perspective 14Ian Swanson and Michael Mondavi3 Napa Valley: Small Place, Big Reputation 21Rex Stults4 Place-Branding in the Coffee Culture of Colonial Kenya:Tracing the Provenance of a Reputation for Quality 32Philip Magowan5 Scotch Whisky: Provenance, Authenticity, and Ownership 41Julie Bower and David M. HigginsPART III THE IMPACT OF PLACE-BRANDING6 Defending the Scottishness of Scotch Whisky 57Atsuko Ichijo7 Building Brand Napa 75Ian Malcolm Taplin8 The Commercial Power of Place-Branding 92Henry Farr, Rosie Mallory and Penny Erricker9 Authentic Place-Branding of Kenya’s Coffee ThroughCertification Mark: Practice and Prospects 110Tom KabauPART IV INTELLECTUAL PROPERTY LAW IN PRACTICE10 The Legal Protection of Geographical Indications in theUnited States: Following the Footsteps of Napa Valley 135J. Scott Gerien11 Protection of Place Brands in Germany: Opportunities,Challenges and Strategies from a Practitioner’s Perspective 150Katharina Hendrike Reuer and Wiebke Baars12 Protection and Enforcement of ‘Place Brands’ in theUnited Kingdom 164Gareth Jenkins, Kirsten Gilbert, Claire Keating, EliseCant and Ann Lee13 IP Law in Practice: the Case of Kenya 179Chebet Koros and Melissa OminoPART V INTELLECTUAL PROPERTY LAW INPOLICY ANALYSIS14 The International Legal Landscape for Geographical Indications 196Titilayo Adebola15 Legal Protection of Scotch Whisky, Napa Valley AVAand Coffee Kenya by Distinctive Signs in the Digital Market 225Pilar Montero16 Extended Passing Off – Protecting Goodwill in PlaceBrands and Other Tales 251Catherine W. NgPART VI THE PRODUCERS’ EXPERIENCES OFPLACE-BRANDING17 Place-Branding – Scotch Whisky 277Graham G. Stewart and Anne Anstruther18 Scotch Whisky – A Perspective From Islay 284Anthony Wills19 The Large Producers’ Experiences of Place-Branding 289Ian Swanson20 What’s in a Name? Thoughts on 50 Years of Winemakingin the Napa Valley 293Dawnine Dyer21 Place Brand and Coffee: Perspectives from the GichangiCoffee Estate 299Owen Gichangi22 Perspective From a Kenyan Coffee Grower: Selling toMarket Through a Co-operative 303James Ireri JohnPART VII CONCLUSIONS23 Place-Branding Experiences – Perspectives From ThreeCase Studies 309Catherine W. Ng, Titilayo Adebola and Abbe E. L. BrownIndex 320

‘This is a fantastic, thoughtfully edited collection on underexplored topics. Global insights and analysis provided by experts in IP law, policy, and industry offer a novel and interdisciplinary perspective. The collection illuminates connections amongst cultures, identities, production, and law through the lens of Scotch Whisky, Napa Valley wines, and Kenyan coffee. This amalgamation generates an engaging read and an academically valuable resource. Highly recommended.’

Edited by Catherine W. Ng, Titilayo Adebola and Abbe E.L. Brown, School of Law, University of Aberdeen, UK

• ContentsForeword xvPART I INTRODUCTION1 Place-Branding and the Law 2Catherine W. Ng, Titilayo Adebola and Abbe E. L. BrownPART II HOW PLACE-BRANDING STARTED2 History of the Napa Valley Brand and AVA –A Multigenerational Insider’s Perspective 14Ian Swanson and Michael Mondavi3 Napa Valley: Small Place, Big Reputation 21Rex Stults4 Place-Branding in the Coffee Culture of Colonial Kenya:Tracing the Provenance of a Reputation for Quality 32Philip Magowan5 Scotch Whisky: Provenance, Authenticity, and Ownership 41Julie Bower and David M. HigginsPART III THE IMPACT OF PLACE-BRANDING6 Defending the Scottishness of Scotch Whisky 57Atsuko Ichijo7 Building Brand Napa 75Ian Malcolm Taplin8 The Commercial Power of Place-Branding 92Henry Farr, Rosie Mallory and Penny Erricker9 Authentic Place-Branding of Kenya’s Coffee ThroughCertification Mark: Practice and Prospects 110Tom KabauPART IV INTELLECTUAL PROPERTY LAW IN PRACTICE10 The Legal Protection of Geographical Indications in theUnited States: Following the Footsteps of Napa Valley 135J. Scott Gerien11 Protection of Place Brands in Germany: Opportunities,Challenges and Strategies from a Practitioner’s Perspective 150Katharina Hendrike Reuer and Wiebke Baars12 Protection and Enforcement of ‘Place Brands’ in theUnited Kingdom 164Gareth Jenkins, Kirsten Gilbert, Claire Keating, EliseCant and Ann Lee13 IP Law in Practice: the Case of Kenya 179Chebet Koros and Melissa OminoPART V INTELLECTUAL PROPERTY LAW INPOLICY ANALYSIS14 The International Legal Landscape for Geographical Indications 196Titilayo Adebola15 Legal Protection of Scotch Whisky, Napa Valley AVAand Coffee Kenya by Distinctive Signs in the Digital Market 225Pilar Montero16 Extended Passing Off – Protecting Goodwill in PlaceBrands and Other Tales 251Catherine W. NgPART VI THE PRODUCERS’ EXPERIENCES OFPLACE-BRANDING17 Place-Branding – Scotch Whisky 277Graham G. Stewart and Anne Anstruther18 Scotch Whisky – A Perspective From Islay 284Anthony Wills19 The Large Producers’ Experiences of Place-Branding 289Ian Swanson20 What’s in a Name? Thoughts on 50 Years of Winemakingin the Napa Valley 293Dawnine Dyer21 Place Brand and Coffee: Perspectives from the GichangiCoffee Estate 299Owen Gichangi22 Perspective From a Kenyan Coffee Grower: Selling toMarket Through a Co-operative 303James Ireri JohnPART VII CONCLUSIONS23 Place-Branding Experiences – Perspectives From ThreeCase Studies 309Catherine W. Ng, Titilayo Adebola and Abbe E. L. BrownIndex 320

‘This is a fantastic, thoughtfully edited collection on underexplored topics. Global insights and analysis provided by experts in IP law, policy, and industry offer a novel and interdisciplinary perspective. The collection illuminates connections amongst cultures, identities, production, and law through the lens of Scotch Whisky, Napa Valley wines, and Kenyan coffee. This amalgamation generates an engaging read and an academically valuable resource. Highly recommended.’