{"id":20669,"date":"2012-06-26T00:00:00","date_gmt":"2012-06-26T00:00:00","guid":{"rendered":"http:\/\/global2020prd.wpengine.com\/insights\/brewing-the-brand-dilemma\/"},"modified":"2020-03-21T08:24:46","modified_gmt":"2020-03-21T08:24:46","slug":"brewing-the-brand-dilemma","status":"publish","type":"post","link":"https:\/\/www.global-integration.com\/insights\/brewing-the-brand-dilemma\/","title":{"rendered":"Brewing: the Brand Dilemma"},"content":{"rendered":"<p><img loading=\"lazy\" decoding=\"async\" class=\"alignleft  wp-image-5555\" title=\"Bremen brewery\" src=\"https:\/\/www.global-integration.com\/wp-content\/uploads\/2012\/06\/AB.jpg\" alt=\"\" width=\"294\" height=\"201\" \/><em>Kicking off our brewing series, today we look at brands, and their effect in a matrix environment.<\/em><\/p>\n<p>Brewers\u2019 brands are now not merely international \u2013 they\u2019re global. Over the past decade Carlsberg, for example, has transformed from a significant regional brewer into the world\u2019s fourth largest brewer. SAB Miller operates across <em>six<\/em> continents.<\/p>\n<p>Globalization leads not only to a constant repositioning of brands, but creates an interesting global\/local dynamic, faced even by smaller multi-national brewers like East African Breweries. It operates across Kenya and Uganda, exports its premium beer, Tusker, widely, and acts as a distributor for global brands in the region. This level of complexity usually demands some form of matrix organization.<\/p>\n<p>In a matrix, we reflect &#8211; and have to manage the power balance between &#8211; the global and the local, the function and the business line. Leaders need the skills and confidence to manage the power balance, and the trade-offs and daily dilemmas that managing in this complex environment requires.<\/p>\n<p><!--more-->The effect of signature brands &#8211; the global, unifying, &#8216;sold everywhere&#8217; brand &#8211; inside companies can be a brand \u2018hierarchy\u2019 &#8211; either spoken or unspoken. The company\u2019s key brand or brands earn a higher focus, higher budgets and greater protection than other brands.<\/p>\n<p>Anheuser-Busch InBev \u00ae (referred\u00a0to as AB InBev hereafter), for example, extends this and distinguishes between <em>global<\/em> brands (Budweiser, Stella Artois and Beck\u2019s), <em>multi-country<\/em> brands like Hoegaarden and Leffe, and <em>local<\/em> brands like Bud Light, Harbin (China), Klinskoy (Russia). Molson Coors distinguishes between \u2018<em>signature brands<\/em>\u2019 (definite \u2018head office\u2019 brands), its global portfolio, and partner brands. Meanwhile Asahi, producer and distributor, splits its brands more simply into Asahi brands and wines, and \u2018other brands\u2019.<\/p>\n<p>The challenge that leaders face in this matrixed environment is far from easy. They must recognize the resulting dynamic in order both to manage it and to strategically deploy talent coming through the organization. To fail to do so can lead to distorted internal power bases, a failure to capitalize on innovation and ideas, delay and additional cost.<\/p>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Kicking off our brewing series, today we look at brands, and their effect in a matrix environment. Brewers\u2019 brands are [&hellip;]<\/p>\n","protected":false},"author":5,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"class_list":["post-20669","post","type-post","status-publish","format-standard","hentry","type-blog"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.6 (Yoast SEO v27.6) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Brewing: the Brand Dilemma - Global Integration<\/title>\n<meta name=\"description\" content=\"Kicking off our brewing series, today we look at brands, and their effect in a matrix environment. Brewers\u2019 brands are now not merely international \u2013\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.global-integration.com\/insights\/brewing-the-brand-dilemma\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Brewing: the Brand Dilemma\" \/>\n<meta property=\"og:description\" content=\"Kicking off our brewing series, today we look at brands, and their effect in a matrix environment. Brewers\u2019 brands are now not merely international \u2013\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.global-integration.com\/insights\/brewing-the-brand-dilemma\/\" \/>\n<meta property=\"og:site_name\" content=\"Global Integration\" \/>\n<meta property=\"article:published_time\" content=\"2012-06-26T00:00:00+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2020-03-21T08:24:46+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.global-integration.com\/wp-content\/uploads\/2012\/06\/AB.jpg\" \/>\n<meta name=\"author\" content=\"Claire\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Claire\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"2 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/www.global-integration.com\\\/insights\\\/brewing-the-brand-dilemma\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.global-integration.com\\\/insights\\\/brewing-the-brand-dilemma\\\/\"},\"author\":{\"name\":\"Claire\",\"@id\":\"https:\\\/\\\/www.global-integration.com\\\/#\\\/schema\\\/person\\\/5949a056696166ef0cd8522506b63261\"},\"headline\":\"Brewing: the Brand Dilemma\",\"datePublished\":\"2012-06-26T00:00:00+00:00\",\"dateModified\":\"2020-03-21T08:24:46+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/www.global-integration.com\\\/insights\\\/brewing-the-brand-dilemma\\\/\"},\"wordCount\":345,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\\\/\\\/www.global-integration.com\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/www.global-integration.com\\\/insights\\\/brewing-the-brand-dilemma\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/www.global-integration.com\\\/wp-content\\\/uploads\\\/2012\\\/06\\\/AB.jpg\",\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/www.global-integration.com\\\/insights\\\/brewing-the-brand-dilemma\\\/\",\"url\":\"https:\\\/\\\/www.global-integration.com\\\/insights\\\/brewing-the-brand-dilemma\\\/\",\"name\":\"Brewing: the Brand Dilemma - Global Integration\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.global-integration.com\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/www.global-integration.com\\\/insights\\\/brewing-the-brand-dilemma\\\/#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/www.global-integration.com\\\/insights\\\/brewing-the-brand-dilemma\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/www.global-integration.com\\\/wp-content\\\/uploads\\\/2012\\\/06\\\/AB.jpg\",\"datePublished\":\"2012-06-26T00:00:00+00:00\",\"dateModified\":\"2020-03-21T08:24:46+00:00\",\"description\":\"Kicking off our brewing series, today we look at brands, and their effect in a matrix environment. 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