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Article

This Company Profile from Euromonitor provides key details and analysis of Anheuser-Busch, the owner of such brands such as Beck's, Stella Artois and Budweiser.

Article

This event report addresses how Dr Pepper Snapple Group, the beverage manufacturer, is seeking to enhance digital measurement.

News

NEW YORK: Super Bowl advertising is a high-stakes gamble for both old hands and first timers as the contrasting experiences of two brands taking part in this year's event demonstrate.

Case Study

This case study demonstrates how Bud Light, Anheuser-Busch's beer brand, used Facebook ads to increase preference for its beer and therefore increase sales in the US.

News

NEW YORK: Oreo stands out as an exception among CPG brands which are finding it difficult to engage online audiences, new research has said.

News

ST LOUIS: Brand extensions and innovation have played a key role in generating sales and profits for Anheuser-Busch InBev, the brewer.

Article

Chris Burggraeve, CMO of Anheuser-Busch InBev, believes what people crave most in life are real person-to-person encounters, which he says beer fosters.

Article

This paper provides an overview of the global alcoholic beverages industry. The paper gives a snapshot summary, with additional sections on the industry's development, organisation and structure, current conditions and its leading companies and countries.

Research Paper

Marketers believe that a brand’s essence can often be distilled down to a simple phrase or sentence that captures both the soul of the brand and its unique selling proposition.

Article

This article discusses the findings of Brand Keys' 2008 Customer Loyalty Engagement Index Rankings 2008.

Article

This article describes the proprietary Y&R brand equity model, BrandAssetTM Valuator (BAV), and how it is used to diagnose brand health.

News

CHICAGO: Anheuser-Busch, America's largest brewer with an estimated marketing budget of $910m (€641m; £448m), has appointed a new vp of marketing as part of a recent boardroom reshuffle.

Case Study

This paper describes how Budweiser responded to the move from U.S. consumers away from the traditional brewers towards beers produced by smaller, often local microbreweries.

Case Study

Anheuser-Busch introduced new “ice brewed” beer brands, Bud Ice and Bud Ice Light, in the U.S. in 1995.

Case Study

Keeping a successful campaign fresh is difficult. It was a problem faced by U.S.

Case Study

In 2002, the beer brand, Miller Lite owned by SAB Miller, was struggling. Its market share fell from 23% in 1995 to 19.4% in 2002 and it had fallen to the number three brand in a category it had pioneered – light beer, lower in carbohydrates.

Case Study

In a bid to differentiate Michelob beer from a confusing range of super-premium, and microbrewery brands flooding the US, Anheuser-Busch increased its advertising budget from $17 million (approximately £8.5 million at 2008 rates) in 1996 to $30 million (£15 million) in 1998.

News

ST LOUIS: US brewing giant Anheuser-Busch has decided part of its television commercials budget will be better spent on branded online entertainment to promote its beers.

Research Paper

General values have been increasingly used as a basis for market segmentation. While the content and structure of values have been extensively studied, the relationship between a values structure and implications for segmentation as well as brand appeal and media consumption has not been analyzed as thoroughly.

Case Study

Light beer has grown in popularity since the ‘70s and now accounts for 47% of domestic volume. Guinness with its dark appearance and strong taste has always been perceived as a ‘heavy’ beer but this is simply not true - a pint of Guinness has only two more calories than the market leading Bud Light.

Case Study

Miller Lite had seen its market share decline steeply over a decade. But a growing awareness of low carb diets presented the brand with a new opportunity.

Article

In this perceptive article, Anholt examines the changing status of brand America and how its once desirable image and values have become tarnished in the eyes of the world outside the US.

News

• Anheuser-Busch Companies ( calendar Q4 ) Quarterly earnings rose 9% as A-B increased prices and sold more products like its Michelob Ultra low-carbohydrate beer.

Article

Mark Hughes, CEO of Buzzmarketing.com, argues that mediocre advertising leads to wasted budgets. He advocates MIRP (media impressions beyond rating points) by generating a word-of-mouth buzz for your brand or service.

Article

This paper calls for a common approach to the brand involving all elements across an organisation. The author emphasises a sense of community surrounds products that are consistent in their message.