Pabst Blue Ribbon and Stella Artois beers
Every firm wants to have a renowned brand name. Such a brand name has the potential to generate a lot of money within the shortest time possible. Keller argues that “equity occurs when a firm has a renowned brand name” (6). It is agreeable that Pabst Blue Ribbon has established a better brand equity than Stella Artois. The “product marketed by a specific company determines the strength of its brand equity” (Keller 10). Pabst Blue Ribbon has been marketing quality beers to its customers since 1844. The firm markets quality beers that satisfy the needs of many consumers. The firm uses effective marketing strategies to inform more people about its quality beers. The level of brand loyalty has also increased within the past five decades. The beers fulfill the needs and expectations of the targeted customers. According to Keller (12), high quality brands will always perform positively in the market. Pabst Blue Ribbon has been performing effectively in the industry.
Stella Artois is a direct competitor of Pabst Blue Ribbon. This manufacturing company has been marketing its products to many customers. However, Stella Artois’ beers are not admired by many consumers. The company uses powerful marketing strategies in order to make its brands more successful in the market. The level of brand awareness has been on the rise. Stella Artois is produced in Belgium thus making it less successful in the American market. This discussion shows clearly that Pabst Blue Ribbon is a superior brand in the market. The brand has also been voted severally as the best American lager. The company has been using a powerful strategy to market its beers. The company uses effective pricing strategies in order to attract more customers. The brand is respected by many consumers in different parts of the world. The company has been using powerful practices to support the performance of its brand. Some of these practices include “competitive prices, brand awareness, customer care, and product differentiation” (Keller 17). The firm has continued to make more profits from its superior beers.
It is agreeable that a consumer can have unique judgments about a brand he or she has never consumed. Many companies have managed to establish the best brand names. Such names continue to support the brand equities of different companies. Positive brand equity makes it easier for many companies to achieve their potentials. A company with a strong brand name will attract new customers every day. That being the case, a customer can make positive judgments about a product he or she has never purchased. For example, a person who wants to purchase a mobile phone can make specific judgments about the iPhone 6. This new phone has benefited a lot from Apple Incorporation’s brand equity. Apple Corporation is known by many customers as the leading producer and marketer of superior mobile devices. A customer who has never purchased such a phone will make positive judgments about it. This fact explains why a company with a good brand name can make more profits. The power of marketing also informs more individuals about the strengths associated with specific products. Many customers examine the feedbacks presented by different people before purchasing a specific product. Companies should therefore use powerful strategies to improve their brand names. This practice will make such companies successful.
Keller, Kevin. “Building Customer-Based Brand Equity: A Blueprint for Creating Strong Brands.” MSI 1.1 (2001): 3-31. Print.