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Student bars and parties are often looked as a preferred place for socialising and

entertainment. Also the product feeling is associated with fun and excitement. Keeping these

behavioural factors in mind set, the purchase and usage situations must be tailored in

accordance to fit our products brand image. For example, availability in large student

gatherings, in music festivals and other student events, also in night clubs and pubs, where thetargeted consumers can associate their emotional values with the brand. As our target audience

is not only limited to students, and due to the rising trends of consuming alcohol in home ,our

product availability in prime stores like Asda, Tesco , Lidl etc is also of major concern. Also it will

allow for a wider market along with the targeted one, as students also visit stores and will thus

contribute towards better brand recognition.

3) Personality and values- Our brand associates itself with sincerityand competence as its

majorpersonality traits as we promote responsible drinking and tailor the alcohol limit to satisfy

the daily consumption norms, while packaging for ethical sales. Our brand will be recognized for

its lively and modern characteristics. In case of our product, beer, user imagery play an

important role in customer decision and hence there is a close relation between brand

personalityand user imagery. While advertising, we will be consistent with what we portray to

the customer since brand personality once developed stays on with the customer for a long

time and it becomes difficult to alter. For example, we publicize drinking responsibly for students

and hence would not focus on strong alcohol levels.

4) History, heritage, and experiences- Since our brand is associated with responsible

drinking and people enjoy our product in social gatherings, they are expected to have a good

past experience which they can share with their friends and family and hence spread a positivenotion about the brand. Since major share of our consumers will be from UK, we would promote

our brand by tapping on the heritage of the country to create a strong bond between the brand

and the consumer.

References

Hesa, 2012. Retrieved from

BBC, 2012. Retrieved from

Keller K.L.et al,(2008). Strategic Brand Management :a European Perspective ,pg63-pg65

http://www.hesa.ac.uk/content/view/1897/706/http://www.bbc.co.uk/news/education-17341477http://www.bbc.co.uk/news/education-17341477http://www.hesa.ac.uk/content/view/1897/706/http://www.bbc.co.uk/news/education-17341477