Arctic narratives: brewing a brand with neolocalism

Janne P. Ikäheimo ()
Additional contact information
Janne P. Ikäheimo: University of Oulu

Journal of Brand Management, 2021, vol. 28, issue 4, No 2, 374-387

Abstract: Abstract Neolocalism has been identified as an important component in the current boom in microbreweries. When constructed actively and consciously, it can also be deployed in marketing as a method of brand-related storytelling. This argument is strengthened here through a case study focusing on Tornio Brewery, a microbrewery located near the southern edge of the Arctic in northern Finland. The qualitative research method used here involves the identification of stories related to neolocalism from the brand narrative composed of media releases, advertisements and other promotional material, in addition to beer names and labels. The themes emerging from this material—history and heritage, Lapland and the Arctic as geographic locations, the use of local ingredients and community involvement, as well as the culture and heritage of northern Finland—are then explored. Neolocalism is shown to provide a rich vein of storytelling that can be used effectively for marketing purposes as a holistic concept. While craft brewers have already explored neolocalism in their marketing efforts, the use of professional assistance in creating all-encompassing and meditated storylines is strongly recommended.

Keywords: Arctic; Brewery; Brand; Storytelling; Neolocalism; Place (search for similar items in EconPapers)
Date: 2021
References: View references in EconPapers View complete reference list from CitEc
Citations:

Downloads: (external link)
http://link.springer.com/10.1057/s41262-021-00232-y Abstract (text/html)
Access to the full text of the articles in this series is restricted.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:pal:jobman:v:28:y:2021:i:4:d:10.1057_s41262-021-00232-y

Ordering information: This journal article can be ordered from
https://www.palgrave.com/gp/journal/41262

DOI: 10.1057/s41262-021-00232-y

Access Statistics for this article

Journal of Brand Management is currently edited by Joachim Kernstock, Shaun M. Powell, Mark Davies and Ur a Golob

More articles in Journal of Brand Management from Palgrave Macmillan
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().