Essays about: "beer brand"

Showing result 1 - 5 of 9 essays containing the words beer brand.

1. 1. Analysing Craft Beer Preferences & Market Segmentation in Västerbotten , Sweden.

   University essay from Umeå universitet/Företagsekonomi

   Author : ALI ALALI; [2023]
   Keywords : Beer industry; Craft beer; Consumer behaviour; Beer brand preferences; Craft beers in Sweden; Measuring consumer preferences.;

   Abstract : Craft beer popularity has grown in recent years, and Swedish craft breweries are increasing to meet consumer needs. Breweries must understand consumer preferences to effectively align their offers in this changing landscape. READ MORE

3. 2. “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

4. 3. The Contagious Taste of Corona Beer

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Olle Stenbäck; Albin Waldeck; Jacob Rönnhed; [2021]
   Keywords : Corona Beer; Coronapandemic; Crisis Management; Brand Equity; Brand association; Corporate brand reputation; Brand identity; Business and Economics;

   Abstract : The Covid-19 virus started spreading over the world in the beginning of 2020. WHO soon thereafter declared the virus as a pandemic and due to the crown-looking shape of the virus it was soon to be called the Coronavirus, Corona as it translates into crown in latin. READ MORE

5. 4. 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

6. 5. Brand image in the Sharing Economy : An exploratory study of how to achieve positive customer perceptions in the sharing economy

   University essay from Högskolan i Jönköping/IHH, Företagsekonomi

   Author : Jacob Johansson; Oscar Folkesson; Jacob Henningsson; [2018]
   Keywords : Brand image; Brand equity; Brand management; Marketing; Sharing economy; Collaborative consumption;

   Abstract : Abstract Background: Most of existing literature in the field of sharing economy has focused on aspects of sustainability and business model structure. Research on brand image in the sharing economy has up until today not been an area of investigation. READ MORE