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商品編號： 9-518-105 出版日期： 2018/06/15 作者姓名： Avery, Jill 商品類別： Marketing 商品規格： 27p 再版日期： 2020/10/01 地域： Cameroon;Canada;China;Kenya;Nigeria;South Africa;United States 產業： Advertising industry;Food and beverage sector;Retail and consumer goods 個案年度： 2017 - 2018
商品敘述：
Brian Perkins, chief architect of the $6 billion Budweiser brand, was excited about 2018, in which the company would launch Budweiser into several new markets in Africa and Latin America. He was also feeling the pressure to finalize a global brand strategy that would define Budweiser''s value proposition and guide its development and execution around the world. The problem was that Budweiser actually had two distinct brand realities that differed across geographies and that often interfered with each other. He worried whether the company could keep selling a premium brand proposition abroad as the brand''s reputation faced challenges at home in the U.S. and whether he needed to force a monolithic global brand strategy everywhere or allow for local market customization. Could Budweiser simultaneously accommodate two or more brand realities?
涵蓋領域：
Advertising;Brand positioning;Branding;Global marketing;Globalization;Marketing strategy;Strategy
相關資料：
, (9-520-130), 24p, by Jill Avery
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