How Many Latours Is Too Many? Measuring Brand Name Congestion in Bordeaux Wine

Abstract Firms rely on brand names to market goods consumers, and consumers locate that satisfy their preferences. If multiple firms are using the same or similar names, may be confused about which product buy, not obtain benefits of investments in quality. Recently, both scholars a number industries have expressed concern name congestion—too many clustering around too few terms. This paper applies computational linguistic analysis chateau Bordeaux wine region study degree congestion within mature, traditional, high-value market. We find producers highly one another, far more than comparable regions such as California Alsace. More quarter all is identical nearly so at least other producer, terms claimed by dozens different producers. Interestingly, however, we most famous renowned tend distinctive less brethren. (JEL Classifications: C88, D83, L66, O34)