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

Research output: Contribution to journalReview article

16 Citations (Scopus)

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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