This case explores the process of developing strong brand equity for a vodka drink using a
customer based focus. Crown Distilleries (Crown) has launched a new product with a new name as a means to grow and respond to competitors’ activities. The company must make decisions regarding the product name, how to address heavy governmental regulations that restrict promoting liquor and how to remain competitive and build brand equity among its consumers.
Discussion Questions:
1. What are the objectives facing the chief marketing manager?
2. How is customer-based brand equity developed for Cozy Vodka?
3. Would an umbrella brand have helped Crown Distilleries? Why or why not?
4. Explain the role of integrated marketing communications in promoting an
alcoholic drink under strict government regulations?
5. What are the best strategic options for growth? Should Crown introduce another
rum drink or attempt to explore yet another category, such as light beer?
