Essays about: "beer branding"

Found 3 essays containing the words beer branding.

1. 1. “Are you Danish enough to be in a beer commercial?” : a selective analysis of representation and national branding in Danish beer advertising, 1980-2020

   University essay from Lunds universitet/Medie- och kommunikationsvetenskap; Lunds universitet/Institutionen för kommunikation och medier

   Author : Bjarke Røn Knudsen; [2022]
   Keywords : national branding; brand culture; cultural citizenship; alcohol; beer; brand loyalty; cultural capital; cultural representation; alibi marketing; print advertising; qualitative content analysis; brand recognition; media authenticity; brand authenticity; media resistance; brand resistance; involuntary reception; jaded knowing; exoticism; commodification; semiotics; Social Sciences;

   Abstract : When brands like Carlsberg or Royal draw upon the national brand of Denmark, they not only run the risk of reception resistance, but also of challenges to their claims of cultural legitimacy from the same consumer public they hope to entice, be it domestic or international. Through qualitative content analysis of a sample comprising mainly of print media collected from domestic sources, the author investigated the representation of and references to Danish cultural citizenship and national branding in a representative selection of beer advertisements from the Carlsberg and Royal Unibrew corporations, dating from 1980-2020. READ MORE

3. 2. How Do Craft Beer Brands Negotiate Authenticity Using Retro Branding?

   University essay from Göteborgs universitet/Graduate School

   Author : Rasmus Pihl; Alexander Svensson; [2020-06-23]
   Keywords : Retro branding; craft beer brands; authenticity; enchantment; consumer culture theory CCT ;

   Abstract : Craft beer brands are booming. However, many craft beer brands employ exceedingly similar retro-evocative techniques to negotiate authenticity with consumers. This article explores how craft beer brands systematically use retro marketing as a tool to negotiate authenticity with customers, through a consumer culture theory (CCT) lens. READ MORE

4. 3. How specialist firms sustain on a niche in aconcentrated industry. : A case-study of Belgian Craft-Breweries.

   University essay from

   Author : Sébastien Dessaucy; Daniel Steinwandter Wippel; [2019]
   Keywords : Resource Partitioning; Niche Marketing; Coopetition; Niche Firms; Branding; Entrepreneurship; Entrepreneurial Marketing; Microbreweries; Craft beer.;

   Abstract : Purpose – The purpose of this thesis is to understand how specialist firms develop in a concentrated industry by analyzing how microbreweries develop and operate on the Belgian market. Then, the literature reviewed used to build the theoretical foundation of this work is centered around the Resource Partitioning Theory and Niche Marketing Theory to explain this phenomenon. READ MORE