Building iconic brands: How to manage and position brands that are part of our heritage

Quilmes, a beer brand in Argentina, wanted to relaunch its product and conducted research to investigate the most effective methods of doing so.

Preface

If you are a marketing director an iconic brand and you believe that you are in charge, you are wrong!

Iconic brands are those that are part of the country's cultural landscape, which are instantly recognizable and meaningful.

How to manage an i

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