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The Boag's centre for beer lovers: Building brand with a corporate museum


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Lehman, KF and Byrom, JW 2007 , 'The Boag's centre for beer lovers: Building brand with a corporate museum', in R Rentschler and A Hede (eds.), Musuem Marketing: Competing in the Global Marketplace , Butterworth-Heinemann, London, pp. 69-72.

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In the twenty-first century we are surrounded by brands. Born out of the
Industrial Revolution, when factories needed to ‘brand’ their barrels, branding
as a marketing phenomenon has risen in prominence over the last 50 years.
Modern branding is linked to the rise of the television and the consequent need
to drive consumption to a mass market. Marketers then had to find ways of differentiating
their products. Today, few areas of modern life have escaped the
influence of branding; from the shoes on our feet to the food that we eat and
the cars that we drive.

Item Type: Book Section
Authors/Creators:Lehman, KF and Byrom, JW
Publisher: Butterworth-Heinemann
Additional Information:

© 2007 Elsevier

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