商品情報にスキップ
1 2

Global Brand Management of Anheuser Busch InBev's Budweiser

通常価格 ¥1,408 JPY
通常価格 セール価格 ¥1,408 JPY
セール 売り切れ
税込み。
書籍サイズ
ページ数

Brian Perkins, chief architect of the $6 billion Budweiser brand, was excited about 2018, in which the company would launch Budweiser into several new markets in Africa and Latin America. He was also feeling the pressure to finalize a global brand strategy that would define Budweiser's value proposition and guide its development and execution around the world. The problem was that Budweiser actually had two distinct brand realities that differed across geographies and that often interfered with each other. He worried whether the company could keep selling a premium brand proposition abroad as the brand's reputation faced challenges at home in the U.S. and whether he needed to force a monolithic global brand strategy everywhere or allow for local market customization. Could Budweiser simultaneously accommodate two or more brand realities?

【書誌情報】

ページ数:27ページ

サイズ:A4

商品番号:HBSP-518105

発行日:2018/6/15

登録日:2019/10/15

1 3