THE GLOBAL BRANDING OF STELLA ARTOIS Case Study Example | Topics and Well Written Essays - 500 words

THE GLOBAL BRANDING OF STELLA ARTOIS - Case Study Example This number is very low compared to other industries, such as tobacco, liquor, and soft drink industries. Therefore, it would be appropriate for Interbrew to take advantage of this opportunity by developing a global brand and expanding into markets that are unexplored by acquiring brewers in both growing and mature markets. Stella Artois is certainly the best flagship brand for the company. Firstly, it is clear from the case that the brand is doing exceptionally well in the global market. For instance, the global volume of Stella Artois rose by 97 percent between 1992 and 1999, which was remarkable considering the level of competition (Beamish and Goerzen 108). Stella Artois also serves as the best global flagship brand since it has established good reputation in the European market and beyond. According to the case, Stella Artois is seen as the â€Å"European premium lager,† which clearly demonstrates how well the beer has been received in the European market. Therefore, as much as Stella Artois has suffered in one way or the other, it still serves as the right flagship brand for the company. Interbrew’s move to focus its strategies on cities as markets instead of countries has a number of advantages. Firstly, the strategy is beneficial to the company in the sense that it allowed Interbrew the opportunity to offer the right training to its staff. Secondly, the strategy was advantageous since it ensured that Interbrew received wide media coverage. Thirdly, the strategy ensured that Interbrew gained more return on marketing and promotion investment. Additionally, the strategy appeared advantageous to the company since it enabled the company to gain more control over marketing and distribution (Beamish and Goerzen 114). Other advantages associated with the strategy include enhancing brand awareness in the cities. However, the strategy was also associated with a number of disadvantages, including limiting the brand