Table of Contents

Chapter 1 - Introduction: Mapping the legal and development issues surrounding geographical indications1.1 Protecting GIs: what's the matter? 1.2 Purpose and contribution 1.3 Methodology 1.4 General contexts in France and Vietnam 1.4.1 France 1.4.2 Vietnam 1.5 Structure and organisation PART I: The law of GIs in France and Vietnam Chapter 2 - The legal protection of GIs in France 2.1 Sui generis protection 2.1.1 Link to the geographical area of origin 2.1.2 Choice of the name 2.1.3 Collective action 2.1.4 Product specifications 2.1.5 Quality controls 2.1.6 The right to use and the issue of ownership 2.1.7 Publicness 2.1.8 Absolute protection 2.2 Trade mark protection of GIs 2.2.1 Distinctiveness of geographical names 2.2.2 Ownership 2.2.3 Regulations governing the use 2.2.4 Right to use 2.2.5 Quality controls 2.2.6 Relative protection Conclusion Chapter 3 - The legal protection of GIs in Vietnam 3.1 The rigid interpretation of the law 3.1.1 The use of the French terroir approach to Vietnamese sui generis GIs 3.1.2 The convergence of trade marks and GIs 3.2 Top-down management system 3.2.1 Policy intervention for the identification of GIs 3.2.2 The state's direct control over sui generis GIs 3.2.3 The state's indirect control over trade marks 3.3 Limitations of the system 3.3.1 The type of protection 3.3.2 Quality controls 3.3.3 Institutional quality Conclusion PART II: Case studies: GIs in practiceChapter 4 - Reasons for seeking GI protection 4.1 Protection of the name against fraud 4.1.1 Pelardon cheese 4.1.2 Bouchot mussels from Mont-St-Michel Bay 4.1.3 Green lentils from Berry 4.1.4 Marseille soap 4.1.5 Fried calamari from Ha Long 4.2 Marketing and product development 4.2.1 Pottery from Dong Trieu 4.2.2 H'mong beef from Cao Bang 4.2.3 Star anise from Lang Son 4.2.4 Sticky rice from Dong Trieu 4.2.5 Vermicelli from Binh Lieu 4.3 Revitalisation of a local industry 4.3.1 Wood from the Alps 4.3.2 Conical hats from Hue Conclusion Chapter 5 - Establishing GIs: Dynamics of collective action 5.1 Constitution of the producers' groups 5.1.1 Participatory and inclusive process 5.1.2 State-driven and technocratic process 5.1.3 Objectives of the producers' groups 5.2 Elaboration of the product specifications 5.2.1 Negotiations among local actors 5.2.2 Consultations of local actors 5.2.3 Contestation or ignorance of the rules 5.3 Structure of the producers' groups 5.3.1 Organisational models 5.3.2 Governance: local or state control? 5.3.3 Challenges to collective action Conclusion Chapter 6 - Use of GIs on the market: What value for whom? 6.1 Product reputation 6.1.1 Reputation preceding the labelling process 6.1.2 Reputation following the labelling process 6.1.3 Advertising and promotion6.2 Consumer demand and production capacity 6.2.1 Successful strategies to increase production capacity 6.2.2 Constraints to increasing production capacity 6.2.3 Mechanisms to stimulate demand and increase production 6.3 Marketing channels 6.3.1 Highly local marketing channels 6.3.2 Spatially extended marketing channels 6.3.3 Physical and institutional constraints 6.3.4 Sustainable approach Conclusion Chapter 7 - Dormant GIs: Factors and constraints 7.1 The lack of distinctiveness of the name 7.2 The lack of economic incentives 7.3 Marketing channels 7.3.1 Sub-contracting and mass production 7.3.2 Cross-border traffic 7.3.3 Pressure from importers Conclusion Chapter 8 - Territorial development, cultural heritage and biodiversity 8.1 Dynamics of territorial development 8.1.1 Drivers and barriers in job creation 8.1.2 Development of new economic activities 8.1.3 Training, innovation and exchange of good practices 8.1.4 Representative capacity and influence 8.2 Preservation of cultural heritage 8.3 Biodiversity conversation Conclusion Chapter 9 - Conclusions: Making GIs work in practice Appendix 1 - List and codification of interviews conducted in VietnamAppendix 2 - List and codification of interviews conducted in France

About the Author

Barbara Pick is a consultant for the Food and Agriculture Organization of the United Nations (FAO) and a research associate with the French Agricultural Research Centre for International Development (CIRAD)