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The Contagious Taste of Corona Beer

Stenbäck, Olle LU ; Waldeck, Albin and Rönnhed, Jacob (2021) In LBMG Corporate Brand Management and Reputation - Master Case Series BUSN35 20211
Department of Business Administration
Abstract
The Covid-19 virus started spreading over the world in the beginning of 2020. WHO soon thereafter declared the virus as a pandemic and due to the crown-looking shape of the virus it was soon to be called the Coronavirus, Corona as it translates into crown in latin. Not a big thing for most people, but if you happen to be one of the biggest beer companies in the world and from one day to another suddenly share your brand´s name with a global pandemic, it might be of greater interest. At the same time the Corona beer owners (Constellation Brands) are planning a launch of a new product, Corona Hard Seltzers. This situation leads to the questions: What alternatives are the managers of Constellations Brands left with, how should they act? Short... (More)
The Covid-19 virus started spreading over the world in the beginning of 2020. WHO soon thereafter declared the virus as a pandemic and due to the crown-looking shape of the virus it was soon to be called the Coronavirus, Corona as it translates into crown in latin. Not a big thing for most people, but if you happen to be one of the biggest beer companies in the world and from one day to another suddenly share your brand´s name with a global pandemic, it might be of greater interest. At the same time the Corona beer owners (Constellation Brands) are planning a launch of a new product, Corona Hard Seltzers. This situation leads to the questions: What alternatives are the managers of Constellations Brands left with, how should they act? Short term and long term? And how should Bill Newlands and his team at Constellation Brands act regarding the launch of Corona Hard Seltzers? (Less)
Please use this url to cite or link to this publication:
author
Stenbäck, Olle LU ; Waldeck, Albin and Rönnhed, Jacob
supervisor
organization
alternative title
Corona Beer Case
course
BUSN35 20211
year
type
H1 - Master's Degree (One Year)
subject
keywords
Corona Beer, Coronapandemic, Crisis Management, Brand Equity, Brand association, Corporate brand reputation, Brand identity
publication/series
LBMG Corporate Brand Management and Reputation - Master Case Series
language
English
id
9042333
date added to LUP
2021-03-29 11:06:30
date last changed
2021-03-29 11:06:30
@misc{9042333,
  abstract     = {{The Covid-19 virus started spreading over the world in the beginning of 2020. WHO soon thereafter declared the virus as a pandemic and due to the crown-looking shape of the virus it was soon to be called the Coronavirus, Corona as it translates into crown in latin. Not a big thing for most people, but if you happen to be one of the biggest beer companies in the world and from one day to another suddenly share your brand´s name with a global pandemic, it might be of greater interest. At the same time the Corona beer owners (Constellation Brands) are planning a launch of a new product, Corona Hard Seltzers. This situation leads to the questions: What alternatives are the managers of Constellations Brands left with, how should they act? Short term and long term? And how should Bill Newlands and his team at Constellation Brands act regarding the launch of Corona Hard Seltzers?}},
  author       = {{Stenbäck, Olle and Waldeck, Albin and Rönnhed, Jacob}},
  language     = {{eng}},
  note         = {{Student Paper}},
  series       = {{LBMG Corporate Brand Management and Reputation - Master Case Series}},
  title        = {{The Contagious Taste of Corona Beer}},
  year         = {{2021}},
}