Tradition, Innovation, and Terroir / Tradition, innovation et terroir
Edited By Giovanni Ceccarelli, Alberto Grandi and Stefano Magagnoli
This book contains articles in English and French.
PART III. TYPICAL PRODUCTS, TERROIR AND TOURISM / TROISIÈME PARTIE. PRODUITS TYPIQUES, TERROIR ET TOURISME
PART III TYPICAL PRODUCTS, TERROIR AND TOURISM TROISIÈME PARTIE PRODUITS TYPIQUES, TERROIR ET TOURISME 285 The Strategic Building of Typicality Learning from the Comparative History of Three French Sparkling Vineyards Christian BARRÈRE OMI, Université de Reims The very unique sound that a Harley Davidson makes comes from the design of the 45-degree “V-Twin” cylinder engine. It is what creates this unique “potato potato” sound. Honda also made a 45-degree “V- Twin” that was more powerful, but as “it didn’t sound like a Harley” its sales were bad; so Honda regressed and made a similar single crank-pin design sounding more like a Harley. The bike was called the Shadow American Classic Edition (ACE). Thus Honda sought to profit by the identification of the Harley sound with the Harley myth and to convince consumers that a Honda bike also carries a free spirit, a counterculture and a camaraderie image. It borrowed from typicality, the Harley typicality. The case was so serious that Honda and Harley went to court, with Harley seeking a trademark on the sound. In the nineties a food manufacturer (the International Food Company) put on the market products under the brand Principauté de Seborga. The packaging had been made to make consumers believe that the products were linked to an old historical and typical heritage. Seborga is a little old Italian city that belonged to the French Republic, to the Sardinian Kingdom, to Italy, throughout a disturbed history, and in 1963 declared its independence as the micro-nation...
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