Future Proof Kantar BrandZ Insights from Brand Builders 2024: A conversation with Marcel Marcondes, Global Chief Marketing Officer, AB InBev
Jun 14, 2024
Marcel Marcondes, Global CMO at AB InBev, discusses the importance of brand in driving growth. AB InBev's success with brands like Budweiser and Corona in the top 10 most valuable global beer brands. They focus on building iconic brands with global consistency and local relevance. Explore how Corona became the most valuable beer brand by combining functional and emotional elements. Learn about AB InBev's strategies for identifying new spaces for brand growth through consumer insights and their partnership with the International Olympic Committee in the non-alcoholic beer market.
Chapters
Transcript
Episode notes
1 2 3 4 5
Intro
00:00 • 2min
AB InBev's Brand Achievements in Kantar Brands E Top 100 Ranking
02:16 • 4min
Corona's Success as a Valuable Beer Brand
06:37 • 8min
Strategies for Identifying New Spaces for Brand Growth through Consumer Insights
14:41 • 3min
Exploring the Trend of Non-Alcoholic Beer and the Partnership with the International Olympic Committee
17:41 • 6min