Geography and branding in the craft beer industry
研究了精酿啤酒厂如何通过在地理标签（如地名）进行品牌营销，发现使用更多地理标签的啤酒厂获得更高的消费者评分，说明消费者对地方品牌策略反应积极。
Place-based branding strategies are important marketing tools for both regions and firms and take advantage of consumers’ embrace of the local in response to globalisation. Craft-brewing is a particularly salient user of these strategies and provides ample data. We use a dataset of breweries, their marketing language and their consumer ratings to study the effectiveness of place-based branding. We use named entity recognition to count references to geography, and measure how these references impact ratings. We find a strong, positive link between the number of place-based labels and a brewery’s rating, suggesting consumers are receptive to placed-based branding.