Pabst Brewing Company: The Classic Revival of the 'Pabst Blue Ribbon' Brand |
ICMR HOME | Case Studies Collection Please note: This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source. |
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Abstract:
While other beer brands concentrated on
positioning and repositioning their brands through multi-million
dollar promotional campaigns, PBC concentrated on enhancing their
relationships with the sub-cultures that were driving the sales of PBR. Issues:» Study the factors that had led to the revival of the PBR
brand. Contents:Keywords:Consumer behavior, Sub-culture, Influencer marketing program, Branding, Brand revival, Consumer perceptions, Authentic marketing, Positioning, Cultural positioning, Brand hijack, Cult brand, Word-of-mouth advocacy, Word-of-mouth marketing, Buzz hub, Community, Anti-marketing, retrobranding, Pabst Blue Ribbon, Pabst Brewing Company, Miller, Beer market, Anheuser-Busch, SABMiller, Coors, Budweiser |
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