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Stella Artois - Brewing a better reputation

Abrahamsson, Helena LU ; Dewever, Bruno LU and Vork, Denise LU (2023) In LBMG Corporate Brand Management and Reputation - Masters Case Series BUSN35 20231
Department of Business Administration
Abstract
Imagine that it is June 19th, 2007, and you work for U.K’s largest brewery, InBev. That morning, an article appeared in The Argus titled: “City Judge Condemns ‘Wife-
Beater’ Booze.” In the article, John Hardy, judge at Brighton’s Crown Court, says the following: “there are keywords which recur all too frequently in cases involving young men and alcohol. They are ‘Stella’ and ‘binge drinking’.” You know that Stella, one of InBev’s crown jewels, has faced declining sales in the UK ever since 2003. This article is just the latest example of how Stella has become associated with negative connotations and you fear that this could cause irreparable damage to the brand.

You decide to take action and set up a meeting with the management to... (More)
Imagine that it is June 19th, 2007, and you work for U.K’s largest brewery, InBev. That morning, an article appeared in The Argus titled: “City Judge Condemns ‘Wife-
Beater’ Booze.” In the article, John Hardy, judge at Brighton’s Crown Court, says the following: “there are keywords which recur all too frequently in cases involving young men and alcohol. They are ‘Stella’ and ‘binge drinking’.” You know that Stella, one of InBev’s crown jewels, has faced declining sales in the UK ever since 2003. This article is just the latest example of how Stella has become associated with negative connotations and you fear that this could cause irreparable damage to the brand.

You decide to take action and set up a meeting with the management to discuss your perspective and approach to Stella’s increasingly negative reputation. (Less)
Please use this url to cite or link to this publication:
author
Abrahamsson, Helena LU ; Dewever, Bruno LU and Vork, Denise LU
supervisor
organization
course
BUSN35 20231
year
type
H1 - Master's Degree (One Year)
subject
keywords
Reputation Management, Issue Management, Corporate Communication, Public Relations, Crisis Management
publication/series
LBMG Corporate Brand Management and Reputation - Masters Case Series
report number
8
language
English
id
9111670
date added to LUP
2023-03-13 17:58:43
date last changed
2023-03-13 17:58:43
@misc{9111670,
  abstract     = {{Imagine that it is June 19th, 2007, and you work for U.K’s largest brewery, InBev. That morning, an article appeared in The Argus titled: “City Judge Condemns ‘Wife-
Beater’ Booze.” In the article, John Hardy, judge at Brighton’s Crown Court, says the following: “there are keywords which recur all too frequently in cases involving young men and alcohol. They are ‘Stella’ and ‘binge drinking’.” You know that Stella, one of InBev’s crown jewels, has faced declining sales in the UK ever since 2003. This article is just the latest example of how Stella has become associated with negative connotations and you fear that this could cause irreparable damage to the brand. 

You decide to take action and set up a meeting with the management to discuss your perspective and approach to Stella’s increasingly negative reputation.}},
  author       = {{Abrahamsson, Helena and Dewever, Bruno and Vork, Denise}},
  language     = {{eng}},
  note         = {{Student Paper}},
  series       = {{LBMG Corporate Brand Management and Reputation - Masters Case Series}},
  title        = {{Stella Artois - Brewing a better reputation}},
  year         = {{2023}},
}