Heirloom Cultures and Heritage Branding

Heritage branding and heirloom cultures are twin strategies for building brands in global markets. In this Element, the authors analyze these strategies through skyr; a traditional, sour dairy from Iceland. They explore how live microbial cultures in skyr have been 'heritagized' as heirloom cultures to build a brand advantage.

Brandingul traditional si culturile heirloom sunt strategii gemene pentru construirea de branduri pe pietele globale. In acest element, autorii analizeaza aceste strategii prin intermediul skyr; un produs lactat traditional, acru, din Islanda.