eaasy
Running head: GLOB
BAL BRAN
NDING OF STELLA AR
S
RTOIS CASE ANALYS
E
SIS
Global Branding of Stella Artoi Case Ana
B
is alysis International Man nagement – Assignmen 1 nt Candidate: Emad Abou uElgheit ISM - International School of Manageme f ent
Doctor of Philosophy (
P
(Ph.D.)
Presented to: Professor Peter Horn t P
22 May 20
011
Word Coun 3,750 Word (Excluding tables and grap nt: ds t phs)
1
GLOBAL BRANDING OF STELLA ARTOIS CASE ANALYSIS
2
Abstract
The paper analyses the case study conducted by Professors Paul W. Beamish and
Anthony Goerzen in the year 2000 about Interbrew. The Belgium brewer initiated in 1998 a brand globalization plan for its Stella Artois, one of the oldest premium beer brands.1 After adjusting the globalization plan to focus only on key markets, defined as cities instead of countries and centralizing global branding programs and marketing budget, the paper aims to analyze potential effectiveness of such changes, and draws the main lines for the next three years marketing strategies and budget, aspiring to continue the internationalization of the Stella Artois brand including core global programs and localization support. The paper sets expectations from the Stella Artois brand internationalization program to the bottom line and defines measures to the success of the globalization program. The paper finally highlights the role of the internet in building the global brand. As Interbrew identified Stella Artois as its flagship brand to penetrate and develop more global markets, allocating extensive investments to the global program, analysis and implications for the next step in building the brand became vital for the company’s future prosperity and sustainment of its competitive edge.
Keywords: Interbrew, Stella Artois, Global Branding, Brand Management, Brand
Internationalization, Brand Globalization, New Market Development, Internet Brand Building,
Beer, Brewing, Belgium Beer,
BAL BRAN
NDING OF STELLA AR
S
RTOIS CASE ANALYS
E
SIS
Global Branding of Stella Artoi Case Ana
B
is alysis International Man nagement – Assignmen 1 nt Candidate: Emad Abou uElgheit ISM - International School of Manageme f ent
Doctor of Philosophy (
P
(Ph.D.)
Presented to: Professor Peter Horn t P
22 May 20
011
Word Coun 3,750 Word (Excluding tables and grap nt: ds t phs)
1
GLOBAL BRANDING OF STELLA ARTOIS CASE ANALYSIS
2
Abstract
The paper analyses the case study conducted by Professors Paul W. Beamish and
Anthony Goerzen in the year 2000 about Interbrew. The Belgium brewer initiated in 1998 a brand globalization plan for its Stella Artois, one of the oldest premium beer brands.1 After adjusting the globalization plan to focus only on key markets, defined as cities instead of countries and centralizing global branding programs and marketing budget, the paper aims to analyze potential effectiveness of such changes, and draws the main lines for the next three years marketing strategies and budget, aspiring to continue the internationalization of the Stella Artois brand including core global programs and localization support. The paper sets expectations from the Stella Artois brand internationalization program to the bottom line and defines measures to the success of the globalization program. The paper finally highlights the role of the internet in building the global brand. As Interbrew identified Stella Artois as its flagship brand to penetrate and develop more global markets, allocating extensive investments to the global program, analysis and implications for the next step in building the brand became vital for the company’s future prosperity and sustainment of its competitive edge.
Keywords: Interbrew, Stella Artois, Global Branding, Brand Management, Brand
Internationalization, Brand Globalization, New Market Development, Internet Brand Building,
Beer, Brewing, Belgium Beer,