La construcción de valores intangibles de marcas de cerveza artesanal.  Atributos inmersos en las comunicaciones.

Catalina Osorio Parra; Jaime Alberto Orozco-Toro

doi:10.31921/doxacom.n30a13

Authors

Catalina Osorio Parra Pontificia Bolivariana University https://orcid.org/0000-0002-6358-8847
Jaime Alberto Orozco-Toro Pontificia Bolivariana University https://orcid.org/0000-0002-8152-7474

DOI:

https://doi.org/10.31921/doxacom.n30a13

Keywords:

Intangibles values, identity, brand image, craft beer, communicative strategy, microbreweries, imaginary, brand construction

Abstract

This study took a hermeneutic-ethnographic approach and aims to analyse the construction of intangible values in consumers of craft beer brands produced in Medellin-Colombia and its relation to their communication strategy. The theoretical bases are built on the concepts of identity, image and intangible values of brands. Among the most important results, it can be highlighted that craft beer responds to a new segment as a result of new collective imagery and communicative strategies around the craft. Furthermore, the most relevant intangible values perceived by brand users revolve around trust, innovation, pride, among others. This research demonstrates the importance of intangible values, especially in the communication and construction of a correct brand image.

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Author Biographies

Catalina Osorio Parra, Pontificia Bolivariana University

Psychologist. Master´s in Consumer Behaviour from the Pontificia Bolivariana University (UPB). Research fellow at the advertising research group “Epilión” for 2 years (UPB Colombia). Lecturer on topics related to deep qualitative consumer understanding focused on the social and human sciences scope: especially psychology, psychoanalysis, anthropology, sociology and semiotics. Author of academic book chapters and specialized articles for international conferences (Barcelona). She has worked as a Senior Researcher in market consulting firms and currently works at Sura Seguros Colombia at the research and innovation department designing new products for the organization.
Jaime Alberto Orozco-Toro, Pontificia Bolivariana University

PhD in Media, Communication and Culture from the University Autónoma of Barcelona (Spain). Master´s in Advertising and Public Relations (UAB). Master´s in Development from the Pontificia Bolivariana University (UPB Colombia). Lecturer on topics related to advertising, corporate social responsibility, branding and corporate reputation in America and Europe. Author of academic book chapters and scientific articles in magazines in Argentina, Chile, Colombia, Spain, England and Mexico. Author of six books on advertising, public relations, branding and strategy. Winner of the extraordinary prize for the best doctoral thesis at the University Autónoma of Barcelona (Spain). Member of the Epilión advertising research group (UPB, Colombia), and Comress (UAB, Spain).

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