One more brand loss
August 9th, 2006. Published under General. 1 Comment.
I remember an example from Brand Sense book by Martin Lindstrom, where he says that Coca-Cola looses it’s brand value by moving coke from glass water to plastic one, than to aluminum can and finally to McDonald’s paper cup.
Not long ago we’ve received one more bright example of the same Brand Degradation. Miller beer, that was always issued in 0,33 bottle, and that gained the reputation of stylish beer for young people now come in 0,5 bottle!!!
Those who did it are Completely dumbs!
dmitrylinkov
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Karen on August 17th, 2006
Let’s imagine next steps – Miller Beer in cans and then Miller Beer in plastic glass in McDonald’s. Sheet…
It’s Miller time in McDonald’s… Sheet…
Though I believe that this brand policy is carrying out only in Russia as it is one of the greatest consumers of beer in the world. So it’s really difficult for Philip Moris (the owner of Miller Brewing) to lose to other brands just because of the volume… I remeber myself buying Tuborg because 330 ml is not enough even to stake my thirst))) Though it’s not a secret that in most european countries and in America it’s a problem to buy a bottle with 500 ml beer in it. Everybody there like to drink from 330 ml bottles. Not in Russia.
So Miller tries to adapt to Russian reality…
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