Strategic assessment: The importance of branding in the European beer market

    Research output: Contribution to journalReview articlepeer-review

    Abstract

    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.

    Original languageEnglish
    Pages (from-to)76-84
    Number of pages9
    JournalBritish Food Journal
    Volume100
    Issue number2
    DOIs
    Publication statusPublished - 1 Mar 1998

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