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Back to the furore: protests set to reignite

The Intelligence from The Economist

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Navigating Brand Identity Amidst Adversity

This chapter examines the impact of the COVID-19 pandemic on the Corona beer brand, focusing on the challenges of maintaining brand identity amidst negative associations. It discusses historical examples of brands adapting to adversity and weighs the risks of changing a well-established name against the consequences of retaining it despite unfavorable connections.

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