While the early studies focused on identifying the most obvious expressions of neolocalism in beer names and labels, their significance to the marketing of craft beer and brand management has lately attracted growing attention (e.g., Sjölander-Lindqvist et al. 66), has received substantial and prolonged attention in the context of microbreweries and craft beer (e.g., Flack 1997 Schnell and Reese 2003 Garavaglia 2020) since the introduction of the concept by Shortridge ( 1996). Neolocalism, “a conscious effort by businesses to foster a sense of place based on attributes of their community” (Holtkamp et al. The present study contributes to brand management literature by exploring the multi-faceted relationship of storytelling-based brand narrative and neolocalism. While craft brewers have already explored neolocalism in their marketing efforts, the use of professional assistance in creating all-encompassing and meditated storylines is strongly recommended. Neolocalism is shown to provide a rich vein of storytelling that can be used effectively for marketing purposes as a holistic concept. The themes emerging from this material-history and heritage, Lapland and the Arctic as geographic locations, the use of local ingredients and community involvement, as well as the culture and heritage of northern Finland-are then explored. The qualitative research method used here involves the identification of stories related to neolocalism from the brand narrative composed of media releases, advertisements and other promotional material, in addition to beer names and labels. This argument is strengthened here through a case study focusing on Tornio Brewery, a microbrewery located near the southern edge of the Arctic in northern Finland. When constructed actively and consciously, it can also be deployed in marketing as a method of brand-related storytelling. Neolocalism has been identified as an important component in the current boom in microbreweries.
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