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Examining The Beer Industry Through Philip Van Munching's 'Beer Blast': Brand Image

2015-03-16 12:22:07| Beverages - Topix.net

As the former advertising director for Heineken's US importer, Van Munching's book focuses heavily on beer companies' brand image strategies. He uses the examples of Schlitz Brewing Company and of his own company after Heineken took over to show how luxury companies like brewers can damage their brand images.

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