Territorial brand management: Beer, authenticity, and sense of place
通过希腊一家微型啤酒厂的案例研究，分析其如何利用品牌名称中的原产地线索进行地域品牌管理，以吸引国内、出口和旅游消费者，为中小企业抵御跨国公司竞争提供策略参考。
This paper explores brand management decisions concerning the terroir product of an authentic beer brand. Findings are based on a single case study of a Greek microbrewery informed by in-depth interviews with the company owner and senior management team. Additional customer insights into the issues were gathered from 191 questionnaire responses. Results identify the way this company has approached territorial brand management based on a clear understanding of potential consumer perceptions and reactions to clues about place brand origin in its brand names when targeting its main groups of domestic, export, and tourist consumers. This research offers practical insights into territorial brand management decisions, especially those concerning brand names that offer clues to a product's place of origin. These insights may offer practical strategies for SMEs operating in markets serving both local and tourist consumers, and who wish to defend the terroir claims of their products against large multi-nationals.