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corporate rebranding and its effect on consumer attitudes

by Programme Director MSc. in Digital Marketing  at UCD M. Smurfit Graduate Business School on Jan 27, 2011

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Watering down Guinness? The Diageo effect...

Watering down Guinness? The Diageo effect
Guinness is a strong drink. It is a strong brand. It Guiness
belong to everyone, and is part of the narrative of the social
history of the twentieth century.
With Guinness the product name was interchangeable with
that of the company. Guinness sold Guinness and the world
new what they stood for. It was and is a venerable brand.
Except that Guinness no longer make and sell Guinness.
That privilege belongs to Diageo. Who? Diageo, an untried,
untested commodity. Diageo is the corporate identity for the
people who make Guinness – among other things. Diageo, a
name that would seem to have breadth, enabling the company
to move beyond its core products. But will the introduction of
the new name risk, well watering down one of the world’s
best-loved beers?

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corporate rebranding and its effect on consumer attitudes corporate rebranding and its effect on consumer attitudes Document Transcript