抄録
This paper aims to identify the role of the European PDO (Protect of Denomination Origin) on processed agricultural product branding through a case study of 'Bajo Argon Olive Oil' in Spain. Field surveys identified the following three factors. First, registering into a PDO on the basis of multiple brand elements means that the products not only have a quality certification but also a measure of differentiation. Secondly, the PDO requires completion based on all the production processes of the area of origin, and as such, PDO stimulates the processing industries located in raw material agricultural production regions. Thirdly, a PDO indication and label contributes as a brand element that is guaranteed in intrinsic factors, such as smell, appearance and taste, which are a requisite to PDO registration.
