The Global Branding of Stella Artois*

Synopsis

Interbrew had developed into the world's fourth largest brewer by acquiring and managing a large portfolio of national and regional beer brands in markets around the world. More recently, senior management had decided to develop one of their premium beers, Stella Artois, as a global brand. This case examines the early stages of Interbrew's global branding strategy and tactics, enabling students to consider these concepts in the context of a fragmented but consolidating industry.

Discussion Questions

1. Does it make sense for Interbrew to develop a global brand?

Table 1 – Pros and Cons of Global Brands

The case for a global brand The case against a global brand
Interbrew wants to be perceived by investment community as a global player in the consolidating beer industry
• stock market analysts expect serious players to have large intangible assets such as international marketing expertise and an......

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Title: The Global Branding Of Stella Artois
Approximate Word Count: 1385
Approximate Pages: 6 (250 words per double-spaced page)

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