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Brandind the Future

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Introduction

Branding the Future Research For my 'Branding the Future' research project I have decided to talk about the Premium Lager market. I will be discussing its brand leaders and their brand values and I will be illustrating examples of their graphic styles and the brands perceived images. The reason for choosing Premium lager was because I am already very familiar with UK lagers and lager can designs. This will be because my family are strong lager drinkers and I have witnessed much lager cans/drinks over the years. I have also my own personal experience of testing and trying many lagers in the last couple of years. So what is lager? Lager beer is bottom-fermented (lager means bottom) and is overwhelmingly the dominant type of beer in all developed countries except the UK and the Republic of Ireland. During the 1990s, however, lagers overtook the domestic dark beers to take more than 50% of the UK market. The styles of lager vary from country to country (but with less variation than the dark, top-fermented beers) and include: the pilsner lager, developed in Czechoslovakia; wheat beer, mainly from Germany; ice beer and dry beer, developed with new brewing technologies in the 1990s to produce cleaner tasting lager; and specialities sold in small quantities, such as fruit flavoured beers (usually from Belgium). The first question I have to think about then it comes to discussing the UK's top Premium Lager brands and brand leaders is; what do brand leaders create? In my view, brand leaders are promising to go somewhere unique over time. As a result a brand leader should be creating relationships of value with the customers, relationships that people would miss if the brand did not exist. This relationship brand leaders create with their customers (if they truly earn peoples trust) is one of the only reasons that can explain such success with the public. ...read more.

Middle

which adds a small bit of life to the design. Like a lot of lager brands Carlings logo is purely the name of the brand. The font Carling is written in is likely going to be their own, this is why we would recognise it if we saw it anywhere however, I think one of the things that would make us recognise it most is that it is slanted. Throughout the rest of Carlings advertising campaigns and on their website the font faces mainly consist of Arial Black in the colours white and red with a lot of black and greys consisting of the background. Overall I think Carlings design and graphic styles are quite simple and effective which is probably the best way to market lager. I am now going to talk about Stella Artois, the second leading lager brand in the UK. From what I have read, Stella Artois is a close competitor with Carling but hasn't quite got the same grip on the public. I believe that this is because their advertising campaign is grabbing the targeted audience strongly enough. Stella's adverts for the past 15 years, since the beginning of their most noticeable lager advert campaigns have all been foreign orientated. All of them are clever adverts in the way that the dialogue is 100% foreign and we have no idea what they are saying but we still fully understand the advert. Their adverts commonly make you really want a pint of Stella too which is a really successful method of advertising. The way the do this is by making the scene feel sweaty and hot or warn out, tired and then you see a man with a nice big refreshing beer and it looks lovely. Their advert also revolve a lot around humour and reward e.g. a man paints a picture and sells it to a bar tender for a pint of Stella, we see the bar tender put it on the wall, the camera moves back and the room is full of paintings. ...read more.

Conclusion

This is the best statistics graph I found online; Fig 4 Total GB Beer Sales Products Value �m Market share Volume 000s brls Market share Standard Lager �5407m +4% 35.6% 10785 +2% 36.7% Premium Lager �4064m +4% 26.8% 7184 +4% 24.5% Superstrength Lager �126m -9% 0.8% 279 -7% 0.9% Standard Ale �3280m -1% 21.6% 6612 -4% 22.5% Premium Ale �904m -5% 6% 1673 -6% 5.7% Stout �963m -2% 6.3% 1603 -4% 5.5% Total Market �15193m +2% 29353 -1% User Profile for My Own Lager Brand Age: 18-80 Sex: Male & Female Target Audience: Lager louts, ravers, people who like live music and possibly football Income: Any class - Beer will be priced competitively, not expensive. The idea of my lager is aimed at music fans and lager louts. I am not aiming to promote football hooliganism or drunkards but I am aiming my beer to these people (probably some of the biggest markets for lager). I think that aiming my lager at people who have a keen interest in music will make them trust your lager because it will seem as though my brand has an interest the public do. My lager will also be very English heritage based, very patriotic so that the drinkers will have something to be proud of and passionate about. They will feel a sense of reward drinking the purely English brewed beer as no other country will be getting their hands on it. The packaging design will be my main selling point. The packaging will be in the shape of a pint glass. It will either be a tin can with the design on the tin or a strong plastic cup with a transparent frosted design on the cup and the main design will be on the card holding the cups together. The main design scheme will be based around the Union Jack flag and there will be a limited edition series for individual flash such as Scotland Wales and England. These will become collectables. ...read more.

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