Comment - Branding - Heritage is More Than Just Flying the Flag
By Claessens International | 20 September 2012
Many brands in the drinks industry rely on strong connections with their country of origin. James Boulton, creative and managing director of branding specialist Claessens International, discusses how brands can use their provenance to unlock the latent brand equity in their country of origin, and how this association can be kept fresh and relevant for the consumer.
just-drinks articles are only available to registered users and members.
Join now for increased access
There are various access options to choose from. All provide instant access to the latest news, insight and expert analysis.
If you’re already a member, login here.
Many brands in the drinks industry rely on strong connections with their country of origin. James Boulton, creative and managing director of branding specialist Claessens International, discusses how brands can use their provenance to unlock the latent brand equity in their country of origin, and how this association can be kept fresh and relevant for the consumer.
- Unlimited access to all the latest global beverage news and insight
- Expert analysis that puts the news into context
- Exclusive interviews with leading industry figures
- Monthly management briefings with detailed analysis on hot topics
- Personalised RSS feeds and email newsletters
- 10-year archive of news, insight and intelligence
- Discounts on just-drinks market research
- Plus much more
If you’re already a member, login here
More articles related to this one
Exclusive - US: Bacardi to launch first "infused Scotch specialty", Dewar's Highlander Honey
Bacardi has lined up the launch of a honey-"infused" variant of its Dewar's Scotch whisky brand.
just For Subscribers - The week in drinks
Here are the ten most viewed, subscriber-only items on just-drinks this week:
just the Round-Up - The week in drinks
The top ten stories published on just-drinks last week:
Market research related to this article
Guinness Anchor Berhad : Consumer Packaged Goods - Company Profile, SWOT & Financial Report
Canadean's "Guinness Anchor Berhad : Consumer Packaged Goods - Company Profile, SWOT & Financial Report" contains in depth information and data about the company and its operations. The profile contains a company overview, key facts, major products a...
Diageo plc : Consumer Packaged Goods - Company Profile, SWOT & Financial Report
Canadean's "Diageo plc : Consumer Packaged Goods - Company Profile, SWOT & Financial Report" contains in depth information and data about the company and its operations. The profile contains a company overview, key facts, major products and services,...
