Fundamentals of Marketing Lecturer Resources is no longer available and it was replaced by Fundamentals of Marketing 2e.
Case Insight 9.1 – Budweiser Budvar
Case Insight 9.1 – Budweiser Budvar
How should a heritage brand in the Czech Republic design a campaign to reposition itself against competing foreign brands? Lubos Jahoda, account director at Budweiser Budvar’s advertising agency Kaspan, speaks about the company’s campaign to differentiate its product and enable Czech citizens to make an emotional connection with the brand.
Budweiser Budvar has been brewing beer in the Czech Republic for 750 years.