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 iconic brand? Who are the owners of the brand, the company or the consumers? How to change the direction of the Titanic?

Two clear examples show how consumers are in charge: The New Coke in US and recent Quilmes relaunch in Argentina.

Introduction

There are brands that stand out from the crowd, because they an icon, a...

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