The role of aesthetic in the brand development of Korca beer : a longitudinal approach

Abstract

The aim of this dissertation is to examine the development of Korca Beer's brand from its beginnings till the early of the year 2010. By studying the brand development and how it is promoted during these years, there is analyzed what has been expressed by the images used as advertisements. The time period studied in this dissertation includes all the changes and reactions , that Korca beer has done, through the country history and how it has advertised its product during the pre-war period, communist era, transition period and the present time. For completing this dissertation there are used case studies, interviews, books, scholarly articles and journals, news in Albanian language, statistics from the Institution of Statistics for the Albanian Country and published reports. This research paper also is including the impression and the ideas related with future since there exist a perspective view. the change of the the brand identity from a traditional product to a modernized on leads us to think for a future prospective.