Points Possible
70
Read Case 3-1 “The Global Branding of Stella Artois”
*Using concepts, theories, and terms from the corresponding Chapter discuss the following:
1. Does Interbrew need any Global Brand?
2. What role should the internet play in developing Stella Artois as a global brand?
3. Does Stella Artois appear to be the right choice as the company’s flagship brand?
Your paper should include a brief executive summary, 1200-1500 words or (4-5 pages), and a recommended course of action. All key points should be supported with scholary references to support the position taken. The paper should adhere to strict APA standards.