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

Demetris Vrontis (Doctoral Programme Researcher and Lecturer, The Graduate Business School, Manchester Metropolitan University, Manchester, UK)

British Food Journal

ISSN: 0007-070X

Article publication date: 1 March 1998

14341

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.

Keywords

Citation

Vrontis, D. (1998), "Strategic assessment: the importance of branding in the European beer market", British Food Journal, Vol. 100 No. 2, pp. 76-84. https://doi.org/10.1108/00070709810204066

Publisher

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MCB UP Ltd

Copyright © 1998, MCB UP Limited

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