The Global Branding of Stella Artois
3-4 Page Paper – Case 3-1 “The Global Branding of Stella Artois”
Read Case 3-1 “The Global Branding of Stella Artois”.
*Using concepts, theories, and terms from the corresponding Chapter discuss the following:
1. Does Interbrew need any Global Brand?
2. What role should the internet play in developing Stella Artois as a global brand?
3. Does Stella Artois appear to be the right choice as the company’s flagship brand?
Your paper should include a brief executive summary, 900-1200 words or (3-4 pages), and a recommended course of action.
Answer preview
Interbrew Need for A Global Brand
Creating an international brand presence is not an easy or cheap task. However, it is crucial for Interbrew to have a global brand. The company has the potential to do so, taking into consideration that it had tried but failed and had to learn from the mistakes and a few success achieved. The reason for having a global brand is due to the benefits the company will have to enjoy. First, the company will enjoy economies of scale. Having a global brand means a high volume of production. This spreads the cost of production over the large volume of products, and therefore, local and foreign customers enjoy high-quality products at a very low cost (Park & Rabolt, 2009). This eventually leads to increased sales and high-profit margins. The second…
(1300 words)