The Global Branding of Stella Artois In this rapidly growing industry brand culture plays a vital role to gain customer attention. It makes sense for Interbrew to develop a global brand to enhance its market value, increase volumes and maximize profits. By expanding outside the home markets will make Interbrew more independent to compete in the global market which is full of opportunities as only 22% domination of top four brewing companies exist. Dominating in the mature markets through good production, distribution and marketing strategies Interbrew also expanded in growing markets like central Europe, Asia and South America by joint ventures, collaborations to increase customer demand. Yes, Stella Artois appears to be the right choice as the company�s flagship brand as it has the potential to be developed on the large scale. Started with the small growth rate Stella becomes the fastest growing premium lager which shows that it is very promising in character. Its volume was raised to 97% from 1992 to 1999 and it was counted amongst top ten lager�s in the world. Interbrew emph......

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