Regional Identity as a Marketing Strategy for Breweries in Czechia
The result's identifiers
Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F00216208%3A11310%2F23%3A10477875" target="_blank" >RIV/00216208:11310/23:10477875 - isvavai.cz</a>
Result on the web
<a href="https://link.springer.com/chapter/10.1007/978-3-031-39008-1_17" target="_blank" >https://link.springer.com/chapter/10.1007/978-3-031-39008-1_17</a>
DOI - Digital Object Identifier
<a href="http://dx.doi.org/10.1007/978-3-031-39008-1" target="_blank" >10.1007/978-3-031-39008-1</a>
Alternative languages
Result language
angličtina
Original language name
Regional Identity as a Marketing Strategy for Breweries in Czechia
Original language description
The intensification of globalization over the last few decades has generated a growing interest among inhabitants and businesses in regional environments and imageries. This includes the interest in regional food, such as the labelling and promotion of food tied to a specific place. The beer industry, in particular, offers comprehensive insights into the dynamics of producers' usage of regional identity marketing strategies. In this chapter, we aim to evaluate the significance, conditions, and spatial distribution of regional identity marketing of breweries in Czechia, a traditional brewing country that has experienced several waves of upheaval in brewery structure and dynamics following globalization. To achieve this goal, we examined the websites and other modes of promotion of all active industrial and craft breweries to determine the exploitation of regional identity marketing in breweries' narratives, names, slogans, logos, and labels. The findings indicate significant differences in the usage of regional identity among breweries across regions, confirming that both landscape value and historical regionalism influence the potential for regional marketing in the beer industry.
Czech name
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Czech description
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Classification
Type
C - Chapter in a specialist book
CEP classification
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OECD FORD branch
50701 - Cultural and economic geography
Result continuities
Project
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Continuities
I - Institucionalni podpora na dlouhodoby koncepcni rozvoj vyzkumne organizace
Others
Publication year
2023
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů
Data specific for result type
Book/collection name
The Geography of Beer: Policies, Perceptions, and Place
ISBN
978-3-031-39007-4
Number of pages of the result
12
Pages from-to
215-226
Number of pages of the book
429
Publisher name
Springer
Place of publication
Cham
UT code for WoS chapter
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