Abstract
PurposeAs Finland became an associate member of the European Free Trade Association in early 1960s, the domestic brewing industry faced a new threat posed by imported beer. It was neutralized effectively with joint and individual efforts of the breweries. This paper aims to analyze the maneuvers taken by Tornion Olut Oy to brand its new product, Lapin Kulta, which ultimately became the most popular beer in Finland. In addition, the contemporary changes in the Finnish society with related social tensions are shown to have contributed to its success significantly.Design/methodology/approachArchival research focusing on primary sources complemented with biographies, historical newspaper and magazine articles as well contemporary research papers with an aim to reconstruct and better understand the historical and social context of the events.FindingsThe success of the Lapin Kulta beer in 1960s was not only based on the effective marketing, although a well-thought name, the successful participation in international beer “competitions” enhancing the brand and both improved distribution and logistics certainly contributed to it. Instead the success is shown to have depended also on seemingly odd collection of external factors. However, when put together, the success is shown to have been based on brand's capability to address the social tensions present in Finland during 1960s.Originality/valueThe importance of the context reconstruction in historical marketing research is underlined as developments traditionally attributed solely to product qualities and marketing may equally stem from a multitude of external factors. As a case study, the research represents a fresh take on the subject through a variety of previously neglected sources.
Highlights
In his widely cited treatise on cultural branding in marketing, Douglas B
Scope and method This paper presents a case study that seeks to further point out the importance of the social setting on the brand establishment by building on the ideas presented by Holt (2004) and Fullerton (2011)
Critical research on marketing history will in the long run be inevitably replaced by contextless histories of marketing. This contribution has addressed two issues. It has underlined the linkage between a successful brand and contemporary social issues it manages to address
Summary
In his widely cited treatise on cultural branding in marketing, Douglas B. Based on this premise, Holt’s treatise presents a multitude of examples grounded in US marketing history with the aim of making the identification of similar cases easier in the future. Holt’s treatise presents a multitude of examples grounded in US marketing history with the aim of making the identification of similar cases easier in the future While this kind of knowledge would very beneficial for the purposes of marketing 7-9), the author admits that sometimes an. The full terms of this licence may be seen at http://creativecommons.org/licences/by/4.0/legalcode
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