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.
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‘Heirloom Cultures and Heritage Branding - Hafstein, Valdimar Tr. (University of Iceland), Petursson, Jon Þor (University of Iceland)’.
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