Beer branding and marketing
Boeckx, Katrijn (2021)
Boeckx, Katrijn
2021
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-202105128426
https://urn.fi/URN:NBN:fi:amk-202105128426
Tiivistelmä
The craft brewing industry has experienced a boom in growth globally. Due to a higher selection of brands of beer, companies must carefully consider the pack aging and label design for their beer product to stand out amongst its competitors.
The purpose of this bachelor’s thesis was to research the importance of packag ing, factors that encourages consumers to buy the beer product, and to develop a brand that stands out in the current saturated market while being environmen tally conscious.
The theoretical part of the study researched the influence packaging has on the flavour and purchasing decisions of the consumer. The colour of the label and the shape and colour of the drinking vessel both affect the consumers perception of the flavour profile of the beer through emotional associations and chemistry.
The branding section explored the definition of branding and the perception branding has on the customer. Colour theory and typography tie together the concept of a brand. Colour theory showed the effect colour has on the customer but that the experience was not always universal. The research of marketing showed the tools and merchandise used to market a beer product while following strict regulations.
The practical part of the thesis showcases the development of a prototype of a beer brand including the bottle and label.
The purpose of this bachelor’s thesis was to research the importance of packag ing, factors that encourages consumers to buy the beer product, and to develop a brand that stands out in the current saturated market while being environmen tally conscious.
The theoretical part of the study researched the influence packaging has on the flavour and purchasing decisions of the consumer. The colour of the label and the shape and colour of the drinking vessel both affect the consumers perception of the flavour profile of the beer through emotional associations and chemistry.
The branding section explored the definition of branding and the perception branding has on the customer. Colour theory and typography tie together the concept of a brand. Colour theory showed the effect colour has on the customer but that the experience was not always universal. The research of marketing showed the tools and merchandise used to market a beer product while following strict regulations.
The practical part of the thesis showcases the development of a prototype of a beer brand including the bottle and label.