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Absolut Vodka brand mangament

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student
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esc dijon

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documents in English
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case study
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25 pages
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General public
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  1. Company overview
  2. Brand object
  3. Brand identity
  4. Brand response

Absolut Vodka is a reference in the premium vodka sector. If the product is more than 100 years old, on the contrary the brand is a recent creation. The 17th of April 1979, Ahus, little Swedish village located at six hundred kilometers of Stockholm, is living without being aware of it an historical moment. A way of change is expecting in the Boston's trendy bars. It's the first arrival of this white alcohol named Absolut Vodka in the United States. Everybody is predicting its failure: the vodka comes from ?Suede? and no from Russia. Its bottle doesn't match with the classic codes of the market: a traditional bottle, old label in paper and with a link with Poland or Russia. In 2009, this 30 years alcohol brand is the fourth of spirits in the world, every categories speaking, and number two of vodkas in volume. Absolut Vodka appears as one of the best first ten international brands. It sells almost one hundred million of liters in 2008 (nine million in 1984), in more than one hundred and twenty six countries, fourtee five million in the United States where Absolute Vodka is considerate as a premium vodka brand.

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