Thirsty for Growth, Liquor Giant Taps African Market
Autor: Sharon • September 17, 2018 • 1,028 Words (5 Pages) • 686 Views
...
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
Aaker, D. (September, 2013). What Is Brad Equity And Why IT Is Valuable. Retrieved April 25 2017 from https://www.prophet.com/thinking/2013/09/156-what-is-brand-equity-and- why-is-it-valuable/
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
Farjam, S., & Hongyi, X. (2015). Reviewing the Concept of Brand Equity and Evaluating Consumer Based Equity (CBBE) Models. International Journal of Management Science and Business Administration, 1(8), 14-29. doi: 10.18777/ijmsba.1849-5664-5419.2014. 18.1002
Mohan, B.C., & Sequeira, A.H. (1916). The impact of customer-based brand equity on the operational performance of FMCG companies in India. IIMB Management Review, 28 (1), 13-19. doi: 10.1016 / j.iemb.2015.11.002
Ranseth, J. (August 31, 2016). 13 Key Strategies For Building a Successful Brand In Today’s Economy. Retrieved April 25, 2017 from http://www.forbes.com/sites/forbescoaches council/2016/08/31/13-key-ways-of-building-a-successful-brand-in-todays-economy/2/
Winer, R., & Dhar, R. (2011). Marketing Management (4th ed.). Boston: Prentice Hall
Yew Leh., C. F., & Lee, G. C. (2011). Customer-Based Brand Equity: A Literature Review. Journal of Marketing Research and Case Studies, 2(1), 33-42. doi: 10.5171/2011.821981
...