TY - JOUR
T1 - Strategic assessment
T2 - The importance of branding in the European beer market
AU - Vrontis, Demetris
PY - 1998/3/1
Y1 - 1998/3/1
N2 - Seeks to emphasise the importance of branding in the European beer market. Attention is consigned to assessing the implications of effective branding within the context of the overall marketing strategies of brewers. To facilitate a comprehension of this, studies of three key players in the European beer market - Bass plc, Carlsberg A/S, Heineken NV - are utilised to exemplify the issues outlined. Practical applications of the product life cycle (PLC), and Boston Consulting Group Matrix (BCG) are then employed to illustrate the role of branding in product management within the competitive beer market. Reference to the European beer market is given at the beginning, as it facilitates a better understanding of the industry as a whole.
AB - Seeks to emphasise the importance of branding in the European beer market. Attention is consigned to assessing the implications of effective branding within the context of the overall marketing strategies of brewers. To facilitate a comprehension of this, studies of three key players in the European beer market - Bass plc, Carlsberg A/S, Heineken NV - are utilised to exemplify the issues outlined. Practical applications of the product life cycle (PLC), and Boston Consulting Group Matrix (BCG) are then employed to illustrate the role of branding in product management within the competitive beer market. Reference to the European beer market is given at the beginning, as it facilitates a better understanding of the industry as a whole.
UR - http://www.scopus.com/inward/record.url?scp=33646515165&partnerID=8YFLogxK
U2 - 10.1108/00070709810204066
DO - 10.1108/00070709810204066
M3 - Review article
AN - SCOPUS:33646515165
SN - 0007-070X
VL - 100
SP - 76
EP - 84
JO - British Food Journal
JF - British Food Journal
IS - 2
ER -