Territorial brand management: Beer, authenticity, and sense of place

Melewar, TC and Skinner, H (2020) Territorial brand management: Beer, authenticity, and sense of place. Journal of Business Research, 116. pp. 680-689. ISSN 0148-2963

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Abstract

This paper explores brand management decisions concerning the terroir product of an authentic beer brand. Findings are based on a single case study of a Greek microbrewery informed by in-depth interviews with the company owner and senior management team. Additional customer insights into the issues were gathered from 191 questionnaire responses. Results identify the way this company has approached territorial brand management based on a clear understanding of potential consumer perceptions and reactions to clues about place brand origin in its brand names when targeting its main groups of domestic, export, and tourist consumers. This research offers practical insights into territorial brand management decisions, especially those concerning brand names that offer clues to a product's place of origin. These insights may offer practical strategies for SMEs operating in markets serving both local and tourist consumers, and who wish to defend the terroir claims of their products against large multi-nationals.