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Unformatted text preview: that their product is better than their competitors. Also MillerCoors is creating an identifiable sponsor through the use of the character Keith Stone. They are attempting to enhance their brand image and increase their brand equity. I feel that this marketing campaign MillerCoors is employing is very successful. They are appealing highly to a very exclusive market which is compromised of males either in college or recently graduated. This specific market places a high value on low priced beers with a decent taste. Also they are establishing an identifiable sponsor of their products which will help in increase their brand image and their overall exposure. http://www.youtube.com/watch?v=kLStB-0K-jQ...
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This note was uploaded on 08/22/2011 for the course MKTG 3104 taught by Professor Ebcoupey during the Fall '08 term at Virginia Tech.
- Fall '08