Absolut Vodka: The Spirit of a Brand
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Publication Date:
June 27, 2012
Source:
Darden School of Business
Soon after Pernod Ricard acquires Absolut vodka and other brands, the economic downturn results in changes in purchasing behavior away from premium to standard products. Brand managers consider whether to introduce a “basic” Absolut, promote a lower-priced alternative, or rebrand other vodkas under the Absolut brand to trade on its considerable brand equity.
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Absolut Vodka: The Spirit of a Brand
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