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Case Study
1.
Kronenbourg 1664 Strong Lager: The Role of Advertising in Brand Portfolio Management
Paul Blackburn, Institute of Practitioners in Advertising, IPA Effectiveness Awards, 1986
A campaign to re-position Kronenbourg lager as an unequivocal premium brand, changing its ambiguous image and thus improving the balance and sales volume of the Courage portfolio as a whole. The marke ...

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