Case Study: Stella Artois

Case Study: Stella Artois

Question 1: Brand Narrative

Initially, Stella Artois was a successful and leading brand of alcohol. Its slogan reassuringly expensive labeled it as an alcohol for elite class. Many customers were attracted towards the brand due to its high lifestyle associated with it. The brand managed to attain a strong customer following and brand loyalty. Stella Artois enjoyed customer loyalty for a certain period of time. Brand loyalty refers to the commitment of the consumer towards the brand; it demonstrates the willingness of the buyer to purchase that particular brand. This brand loyalty creates a corporate image ...