University of Oulu

Creating a craft brewery brand identity

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Author: Kelley, Dennis1
Organizations: 1University of Oulu, Oulu Business School, Department of Marketing, Marketing
Format: ebook
Version: published version
Access: open
Online Access: PDF Full Text (PDF, 0.9 MB)
Pages: 78
Persistent link:
Language: English
Published: Oulu : D. Kelley, 2019
Publish Date: 2019-06-10
Thesis type: Master's thesis
Tutor: Koivumäki, Timo
Reviewer: Ulkuniemi, Pauliina
Koivumäki, Timo


The craft beer market is a relatively new and recent phenomenon gaining popularity among beer drinkers. As this is a new and quickly expanding consumer product, the amount of research into the branding practices of craft breweries is limited. The purpose of this thesis is to explore how consumers view craft breweries based on six key areas of branding and how craft breweries can utilize these findings to better brand themselves and their beers in an effort to increase profits.

The theoretical framework of the thesis focuses on the Brand Identity Prism conceptualized by JN Kapferer (2012) in his book The New Strategic Brand Management: Advanced Insights & Strategic Thinking. With the Brand Identity prism as a starting point, further in depth research is taken to provide additional key elements to each of the six segments in an effort to relate them to craft beer branding and ways that beer brands have in the past succeeded and how craft beer brands can utilize them to reach their consumer targets.

Further research areas include a beer community forum dialog as well as interviews with craft beer professionals. Interviews are conducted in an effort to gain further real world examples of how the six outlined segments of the brand identity prism and additional elements are utilized by craft brewers that they follow as well as methods that they themselves employ.

The conclusion of the thesis presents finding for craft brewery managers to better create a brand identity moving forward in a competitive market as well as presents limitations of this study and the possibility for further scientific research into this subject.

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Copyright information: © Dennis Kelley, 2019. This publication is copyrighted. You may download, display and print it for your own personal use. Commercial use is prohibited.