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Baines, Fill, & Rosengren: Marketing 4e

Chapter 11: Marketing Case Insight 11.1: Budweiser Budvar

How should a heritage brand in the Czech Republic design a campaign to reposition itself against competing foreign brands? Lubos Jahoda, account director at Budweiser Budvar's advertising agency Kaspan, speaks about the company's campaign to differentiate its product and enable Czech citizens to make an emotional connection with the brand.

Budweiser Budvar has been brewing beer in the Czech Republic for 750 years.

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