Competition in the national and global markets has intensified bringing issues of identification and positioning to the forefront. Every product in the market tries carving a niche based on the strong customer base it builds-up on the brand value, name or identification that it holds. When it comes to internationally marketed products named for the region, area, or nation where they are produced, protecting the integrity of the products from manufacturers who would misuse the name associated becomes a major battle.
In this regard, considering the most famous export of Scotland, the Scotch whisky the battle for protection of the tag "Scotch" from manufacturers of spurious ‘scotch whisky makers’ has been a tough process. In an effort to prevent other countries, cultures, or regions from cheaply reproducing Scotch-type whisky and marketing it for trade purposes, Scotland has had legal battles with many international bodies. This protection to their product is also in a way extending
