Qualitative research on Brand XY (Oberstein) lager

Date of publication: May 1, 1979

Abstract:

Cherry Hedger & Seymour have produced an advertising strategy for a new lager product called Oberstein (Brand XY). The logic behind this advertising approach has been built on the traditional belief that the best lagers are continental in origin. In fact, since the proposed new beer is likely to be brewed in the UK, continental associations must stem more from imagery than specific claims. 

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