La construcción de valores intangibles de marcas de cerveza artesanal: atributos inmersos en las comunicaciones

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.

Keywords

• intangible values
• identity
• brand image
• craft beer
• communicative strategy
• microbreweries
• imaginary
• brand construction