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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

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.

Identiferoai:union.ndltd.org:UPSALLA1/oai:DiVA.org:mau-68901
Date January 2024
CreatorsHelgesson, Viktor
PublisherMalmö universitet, Institutionen för konst, kultur och kommunikation (K3)
Source SetsDiVA Archive at Upsalla University
LanguageSwedish
Detected LanguageEnglish
TypeStudent thesis, info:eu-repo/semantics/bachelorThesis, text
Formatapplication/pdf
Rightsinfo:eu-repo/semantics/openAccess

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