1. Erika Friedmeyer & Brynn Erb

2. Introduction -- 蓝带啤酒
O Zhaoqing Blue Ribbon Beer Co., Ltd. --
Chinese producer in Guangdong
O More than 350,000 tons of beer produced at a
25 billion yuan annual profit
O Products sold in over 30
provinces, municipalities and autonomous
regions
O Considered one of China's most popular
consumer products, one of the largest-selling
foreign beer brands, ranking 3rd in market
share
O "Food safety first" -- promote clean
production, saving
energy, environmental/economic benefits, high-
quality raw materials (yeast, hops, etc) chosen
by US experts

3. Pabst Blue Ribbon Background
O Largest American-owned
brewery
O 1844 – Est. by Jacob
Best, Milwaukee, WI
O 1882 - Blue ribbons tied around
the necks of "Best Select" beer
bottles (became part of the name
in 1895, official brand name in
1899)
O 1889 - Becomes Pabst Brewing
Company
O 1990 - Enters China
O 2003 – Top three in market
share, Quality and customer
satisfaction award
O 2004 – Named one of China‟s
100 most competitive brands
O 2006 – Named one of China‟s
500 most trusted brands by
consumers

4. Brand Creation and
Positioning
Endorsed Brand Relationship
(Pabst Brewing Company)

5. CBBE
Identity Meaning Response Relationship
American, Milwaukee One of China‟s best- Oldest American beer Luxury, high-quality
beer selling foreign beers American beer
American, Milwaukee Retro, trendy, American Quality product, award- Highest customer
beer beer winning satisfaction, traditional
beer

6. Competitive Frame of
Reference
Target • Blue-collar (PBR)/White-
Segment collar (PBR 1844)
PoPs • Lager, Light beer
• Retro, Artistic, Range of
PoDs products/prices, Only ale in China
Mantra • “Just let go”, “天长地久”

7. Brand Building

8. Brand Elements
Memorability • Logo and Identity
Meaningfulness • Descriptive name: „Blue Ribbon‟
Likeability • Logo and name imply award-winning quality
• World-wide sales – adding new market
Transferability
segment with PBR 1844
Adaptability • Has done no adapting, simply name translation
Protectability • Legally protected (trademarks and patents)

9. Brand Marketing
O Buzz marketing in the
US – explicit
advertising in China
O PBR 1844 -- super
high-class, expensive
beer ($44/bottle)
O Customer participation
art campaign

10. Secondary Brand Associations
O Army/military
O 南风窗 respected biweekly business
magazine
O In US: “Gran Torino”, “Blue Velvet”

11. Conclusions &
Recommendations
Strengths/Weaknesses
• Youthful; classic; two completely different market
segments
Opportunities/Threats
• Budweiser owns Harbin Beer and is expanding
rapidly; beer market decreases as national
income increases; hipster/retro identity
Strategy Recommendations
• Develop mid-range beer