Online from: 1980
Subject Area: Strategy
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|Title:||The Value of Brand Equity|
|Author(s):||David A. Aaker, (Professor of marketing strategy at the Haas School of Business, University of California at Berkeley)|
|Citation:||David A. Aaker, (1992) "The Value of Brand Equity", Journal of Business Strategy, Vol. 13 Iss: 4, pp.27 - 32|
|Article type:||General review|
|DOI:||10.1108/eb039503 (Permanent URL)|
|Publisher:||MCB UP Ltd|
|Abstract:||Through the 1960s and early 1970s, Schlitz beer was a strong number-two beer brand supported by the well regarded gusto campaigns, such as the “You only go around once in life—so grab all the gusto you can.” In the mid-1970s, Schlitz converted to a fermentation process that took four days instead of 12 and substituted corn syrup for barley malt to gain a strategic cost advantage. The result was a beer that became flat or cloudy after time on the store shelf; Schlitz developed an image of being a “green” beer with “cheap” ingredients.|
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