Marketing Management

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The branding and communication strategy of Boston Brewing Company (makers of Sam Adams) shifted as the company grew. The positioning for Sam Adams changed from a folksy tone to one that looked to position Sam Adams in relation to Budweiser, Miller, and Coors. Does New Belgium face this same risk as it expands globally or will the company be able to maintain its whimsical and personal touch with consumers? Explain.

    • 7 years ago
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