4. THE PRODUCT
GUINNESS IS FAMOUS FOR ITS
DISTINCTIVE BLACK COLOUR,
SMOOTH CREAMY HEAD &
UNIQUE SURGE AND SETTLE.
5. BRAND HERITAGE
Guinness was a pioneering exporter & started shipments to the West Indies
in 1801. It is now brewed in 52 locations around the world & widely available
in over 150 countries.
Guinness is the world's No. 1 stout by consumption, with over 10M glasses
consumed daily around the world.
Arthur Guinness went to Dublin in 1759 at
the age of 34 & took out a 9,000 year lease on
the St James’s Gate Brewery at an annual rent
of £45.
Before the close of the 19th century, the
Guinness brewery was the world’s largest &
was floated on the London Stock Exchange.
7. BRAND VALUES & SALIENCE
Dedication.
Loyalty.
Friendship.
The choices we make
reveal the true nature
of our character.
DID THIS MESSAGE RESONATE
WITH YOU?
8. BRAND VALUES (MEANING) & SALIENCE
GOODNESS
COMMUNION
POWER
THE BEER
OF SUBSTANCE
FOR MEN
OF SUBSTANCE
11. Smooth, creamy,
textured with a bitter,
burnt, dark roasted
flavour
Maturity & integrity
with sheer
determination
Real men who
embrace both
manliness & sensitivity
Living the way you
want to
Uncage &
courageously pursue
your passion
Light & refreshing with
a slight citrus tinge
Bittersweet finish with a
creamy feel & relatively
light carbonation
Ambition and potential
to achieve much more
Power to achieve by
harnessing what is
within yourself
TASTE
IMAGE
WHAT IT
STANDS FOR
FRAME OF REFERENCE
12. TARGET
CONSUMER
GENDER
DRINKER’S
PERSONALITY
35 years & above,
working class everyman
Mostly males Both males & females
25 years & above,
socially active men and
women
40 years & above,
successful, affluent men
Mostly males
Strong, independent &
mature men; goodness
from within them
Successful & affluent
men; drive & ambition
to achieve & enjoy
success
Socially-active men &
women; celebration of
their uniqueness &
passion
FRAME OF REFERENCE
13. POINTS OF
PARITY
=
POINTS OF
DIFFERENCE
≠
Positive (category POPs):
Drinking as a social activity, associated with ‘going out’ and having a good time,
ability to ‘forget your troubles’
Negative (correlational):
Perils of excessive drinking: compromised judgement, weight gain, addiction,
dangers of drunk driving
History, tradition,
legacy, Irish brewing
heritage
Evocative of loyalty,
comfort, camaraderie;
like an old friend
Drive, ambition,
success, achievement
Evokes images of
savouring success;
associated with those
who achieve success &
enjoy it
Youth, energy,
dynamism, celebration
Strongly associated with
occasions ; sporting
events, festivals, etc.
FRAME OF REFERENCE
14. BRAND PERSONALITY & RESPONSES - TO BE CONTINUED
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