Ivey Publishing
Global Branding of Stella Artois
Product Number:
9B00A019
Publication Date:
10/19/2000
Revised Date:
05/23/2017 (Format Change)
Length:
19 pages (13 pages of text)
BestSeller:
2011; 2006; 2005; 2004; 2003; 2002
Product Type:
Case (Field)
Source:
Ivey
Interbrew had developed into the world's fourth largest brewer by acquiring and managing a large portfolio of national and regional beer brands in markets around the world. Recently, senior management had decided to develop one of their premium beers, Stella Artois, as a global brand. The early stages of Interbrew's global branding strategy and tactics are examined, enabling students to consider these concepts in the context of a fragmented but consolidating industry. It is suitable for use in courses in consumer marketing, international marketing and international business.
Issues:
Disciplines:
International,  Marketing
Industries:
Manufacturing
Setting:
Western Europe/Asia Pacific, Large, 2000
Intended Audience:
Undergraduate/MBA
Price:
$4.25 CAD / $4.25 USD Printed Copy
$3.75 CAD / $3.75 USD Permissions
$3.75 CAD / $3.75 USD Digital Download
Associated Materials
Translations: Traditional Chinese (22 pages) , Simplified Chinese (20 pages) , French (26 pages)
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