Creating Brand Power

Anthony Tennant

Chapter 2 in Brand Power, 1994, pp 33-52 from Palgrave Macmillan

Abstract: Abstract At first glance, creating brand power may seem an unusual subject for the former Chairman of Guinness plc. After all, the vast majority of the brands in our comprehensive portfolio date back to the last century or even beyond. Guinness Stout (Plate 8), the famous dark brew, traces its origins to 1759, the year the company was founded in Dublin. Guinness is thus in the enviable position of owning brand names which have already established a powerful reputation. The real challenge for Guinness is to maintain and extend that brand power. We have, accordingly, maintained a very tight focus on our core spirits and beer brands. It is a fundamental objective of our corporate strategy to concentrate on our core brands and to develop and maintain their strength in all our markets around the world.

Keywords: United Distiller; Line Extension; Brand Personality; Parent Brand; Brand Extension (search for similar items in EconPapers)
Date: 1994
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DOI: 10.1007/978-1-349-12840-2_3

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