Neolocalism in Product Names of Czech Microbreweries: Analysis of Principles and Trends

Kód výsledku v IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F02819180%3A_____%2F25%3A%230000179" target="_blank" >RIV/02819180:_____/25:#0000179 - isvavai.cz</a>

Výsledek na webu

<a href="https://deturope.eu/pdfs/det/2025/02/01.pdf" target="_blank" >https://deturope.eu/pdfs/det/2025/02/01.pdf</a>

DOI - Digital Object Identifier

<a href="http://dx.doi.org/10.32725/det.2025.007" target="_blank" >10.32725/det.2025.007</a>

Jazyk výsledku

angličtina

Název v původním jazyce

Neolocalism in Product Names of Czech Microbreweries: Analysis of Principles and Trends

Popis výsledku v původním jazyce

The paper focuses on the analysis of the influence of neo-localism in the names of Czech microbreweries' products. Neolocalism is a phenomenon that, in the field of brand identity and marketing, is manifested in the orientation to local elements, cultural references and linguistic specificity. In an era of departure from the paradigm of globalization and strengthening of local markets, neolocalism plays a significant part in creative branding strategies. The aim of this paper is to verify whether the principles of neolocalism, demonstrated to be applied in the names of breweries themselves (B &amp; rcaron;ezinov &amp; aacute;, Linhartov &amp; aacute;, 2023), are also applied in the naming of individual products. Given the growing importance of microbreweries in regional development and tourism, the analysis of beer names becomes a relevant tool for understanding the marketing and cultural strategies of these producers. The study is based on the analysis of data collected in a research survey in 2024, which included more than 1,231 beer names from 250 microbreweries across the Czech Republic. The study uses content analysis complemented by linguistic and cultural interpretation. The key results show that 94% of the products assessed bear nominal or visual signs of local identity and cultural influences, including references to local geography, history, language and culture. Neolocalism thus represents a significant trend not only in the names of microbreweries but also in the names of their beer lines.

Název v anglickém jazyce

Neolocalism in Product Names of Czech Microbreweries: Analysis of Principles and Trends

Popis výsledku anglicky

The paper focuses on the analysis of the influence of neo-localism in the names of Czech microbreweries' products. Neolocalism is a phenomenon that, in the field of brand identity and marketing, is manifested in the orientation to local elements, cultural references and linguistic specificity. In an era of departure from the paradigm of globalization and strengthening of local markets, neolocalism plays a significant part in creative branding strategies. The aim of this paper is to verify whether the principles of neolocalism, demonstrated to be applied in the names of breweries themselves (B &amp; rcaron;ezinov &amp; aacute;, Linhartov &amp; aacute;, 2023), are also applied in the naming of individual products. Given the growing importance of microbreweries in regional development and tourism, the analysis of beer names becomes a relevant tool for understanding the marketing and cultural strategies of these producers. The study is based on the analysis of data collected in a research survey in 2024, which included more than 1,231 beer names from 250 microbreweries across the Czech Republic. The study uses content analysis complemented by linguistic and cultural interpretation. The key results show that 94% of the products assessed bear nominal or visual signs of local identity and cultural influences, including references to local geography, history, language and culture. Neolocalism thus represents a significant trend not only in the names of microbreweries but also in the names of their beer lines.

Druh

J_imp - Článek v periodiku v databázi Web of Science

CEP obor

—

OECD FORD obor

50204 - Business and management

Projekt

—

Návaznosti

V - Vyzkumna aktivita podporovana z jinych verejnych zdroju

Rok uplatnění

2025

Kód důvěrnosti údajů

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Název periodika

DETUROPE

ISSN

1821-2506

e-ISSN

1821-2506

Svazek periodika

17

Číslo periodika v rámci svazku

2

Stát vydavatele periodika

RS - Srbská republika

Počet stran výsledku

13

Strana od-do

4-16

Kód UT WoS článku

001676728800001

EID výsledku v databázi Scopus

2-s2.0-105025777136