Thirsty for Growth, Liquor Giant Taps African Market

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What are the social implications of Diageo’s actions?

Citing journalist Peter Evans (2015), “those who drink have the highest prevalence of ‘heavy episodic drinking’ of any region in the world,” one can take a position and say that a representative group of the educated population and independent campaigners are against the consumption of alcohol and drug abuse in Africa.

The social image, a component of the brand equity according to Chieng & Goi (2011) is defined as the consumer’s perception of the esteem in which the consumers’ social group holds the brand.

A temporal solution for the London’s company at least should be to attain to more social oriented campaigns. Sell all diversification of products as they want but also lead an exemplary brand identity that not only pursues Africans’ loyalty and profits on the poor and indigent but help those families in the intent to live longer, healthy, and not getting addicted to the alcohol.

References

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Evans, P. (July 30, 2015). Thirsty for Growth, Liquor Giant Taps African Market. Wall Street Journal. Retrieved April 25, 2017 from: http://www.wsj.com/articles/thirsty-for-growth- liquor-giant-taps-african-market-1438309801

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