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Inovação de produto ou saída para a crise? O lançamento da cerveja Brahma Chopp no verão de 1934

Author

Listed:
  • Teresa Cristina de Novaes Marques

    (Uniao Pioneira de Integracao Social)

  • Maria Teresa Ribeiro de Oliveira

    (Universidade de Brasília)

Abstract

This essay examines the history of Brazil's beer industry with a particular focus on one of its best known trademarks, Brahma Chopp. Presented by the advertising campaign made at the time of its launching as a product innovation, the new brand of beer represented, on one hand, an answer of Brahma Co. to the consumer market crisis brought by the 1929 crash. On the other hand, the advertising campaign reflected the process of Brahma's public image nationalization. Founded as a German owned enterprise in the of nineteenth century, the company felt the pressures of the anti German public opinion mood during the First World War. By studying Brahma Chopp's success, we examine a set of issues related to the history of consumer goods industry in Brazil: the long lasting political effects of the War, the impact of the 1929 crisis on that industry, competition in the beer market of Rio de Janeiro, and the role played by marketing and advertising in the economic and symbolic affirmation of an enterprise in its market.

Suggested Citation

  • Teresa Cristina de Novaes Marques & Maria Teresa Ribeiro de Oliveira, 2003. "Inovação de produto ou saída para a crise? O lançamento da cerveja Brahma Chopp no verão de 1934," História Econômica & História de Empresas, ABPHE, vol. 6(1), pages 87-120, January-J.
    • Handle: RePEc:abp:hehehe:v:6:y:2003:i:1:p:87-120
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    More about this item

    JEL classification:

    • N86 - Economic History - - Micro-Business History - - - Latin America; Caribbean
    • E32 - Macroeconomics and Monetary Economics - - Prices, Business Fluctuations, and Cycles - - - Business Fluctuations; Cycles
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising
    • N16 - Economic History - - Macroeconomics and Monetary Economics; Industrial Structure; Growth; Fluctuations - - - Latin America; Caribbean
    • O14 - Economic Development, Innovation, Technological Change, and Growth - - Economic Development - - - Industrialization; Manufacturing and Service Industries; Choice of Technology
    • L66 - Industrial Organization - - Industry Studies: Manufacturing - - - Food; Beverages; Cosmetics; Tobacco

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