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Brands going global: there is no recipe for success

Brands going global: there is no recipe for success

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 The Big Brewers seem to be pushing brands that half of the world didn’t know they needed. But there is a risk to Big Brand thinking: Just because the Big Brewers have the muscle to push brands into a market does not mean that these brands have a unique customer value proposition. The rise and fall of the Foster’s beer brand can serve as a warning.

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