It's what's inside that counts

Jane Reid and Steve Crompton

This paper offers a case history on understanding local positioning of an international whisky brand in eight Eastern European countries and how this was adapted in line with global thinking and implemented locally.

It's what's on the inside that counts

Or does the rest of the world also make a difference

Steve Crompton Allied Do Spirits and Wine andJane Reid Taylor Nelson Sofres Consumer

INTRODUCTION

Ballantine's is a global brand by every definition: it is available in virtually all the countries in the world; it is brand leader or number two in a significant number of those countries; it is the same product in reasonably consistent packaging; and it competes within an easily defined market of alcohol, spirits or scotch/bourbon. As the key brand in Allied Domecq's portfolio, there...

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