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- W1516932924 abstract "This chapter examines the actors involved in attempting to create and fix meaningful and valuable geographical associations in the brand and branding of Newcastle Brown Ale (NBA) in particular spatial and temporal market settings. Emphasizing the importance of socio-spatial history, the chapter begins by tracing the geo-historical origins of the brand. It explains the origination of NBA in the particular ‘local’ of the city of Newcastle upon Tyne and the north east region of England. The wider value of origination is demonstrated in analysing the particular ‘local’ origination of NBA to how strong material, symbolic and discursive kinds of geographical associations in brands to particular places can lose their commercial value and meaning over time. Origination illuminates how actors try to reconstruct brands in new spatial and temporal market contexts through different geographical associations. The local origination proved powerful in creating and cohering meaning and value in its spatial circuits." @default.
- W1516932924 created "2016-06-24" @default.
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- W1516932924 date "2015-04-10" @default.
- W1516932924 modified "2023-10-18" @default.
- W1516932924 title "‘Local’ Origination … Newcastle Brown Ale" @default.
- W1516932924 doi "https://doi.org/10.1002/9781118556313.ch4" @default.
- W1516932924 hasPublicationYear "2015" @default.
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