Development of brand equity in microbrewery business

Abstract

This qualitative research aims to investigate the process of brand equity building in marketing activity of a particular microbrewery with relation to existing branding literature. The study mainly focuses on the way, how the microbrewery implements practices linked to the process of brand equity creation. The main pattern for understanding this process is basedon brand resonance model, which proposes specific steps for brand equity building. The theoretical part provides insights on different scientific views in terms of brand equity construction, as well as on facilitators for development of this process – marketing communications and brand elements. The empirical part presents a real microbrewery case – Hiiumaa Pruulikoda, and investigates the brewery’s practices in terms of brand building. The data was gathered through conducting of interview with marketing director of the brewery, as well as through materials, which were presented by the company. The results of the research provide a detailed view on how the microbrewery creates its brand equity, in particular how the company develops brand meaning and brand awareness, along with brand relationship and responses managing. Moreover, the results present the way in which the company utilizes brand elements and communication channels. More specifically, it was found that the microbrewery pays detailed attention to brand meaning and brand awareness creation, and deliberately focuses on brand elements development. Finally, the results of the case are compared to findings of many studies that are presented in the theoretical part of this work.