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  • About
  • The Global ETD Search service is a free service for researchers to find electronic theses and dissertations. This service is provided by the Networked Digital Library of Theses and Dissertations.
    Our metadata is collected from universities around the world. If you manage a university/consortium/country archive and want to be added, details can be found on the NDLTD website.

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Neolokalism och social terroir i branding av svensk hantverksöl : Lokal förankring i varumärkesbyggande / Neolocalism and Social Terroir in the Branding of Swedish Craft Beer : Local anchorage in Branding

Helgesson, Viktor January 2024 (has links)
This essay aims to explore the use of neolocalism and social terroir by small-scale, independent breweries in Sweden. This will be achieved through a collection of quantitative data, semiotic analysis and discourse analysis of a selection of beer labels from breweries located in Skåne. A total of 22 beer labels are analysed through quantitative analysis and four are further analysed through semiotic- and discourse analysis. The results show that neolocalism and social terroir is used by a few of the researched breweries. These breweries use graphic elements such as images, product names and text with a local, historical and cultural connection in order to appeal to their targeted market.
craft beer
graphic design
label design
neolocalism
semiotic analysis
social terroir
swedish breweries
Media and Communications
Medie- och kommunikationsvetenskap

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