Final answer:
The student's question involves understanding the marketing strategies of beer companies like Guinness and Corona that use brand perception to appeal to consumers. Guinness endorses its heritage by brewing exclusively in Dublin, while Corona focuses on associating its product with images of wealth and relaxation. Both strategies show how branding is crucial in consumer perception and choice.
Step-by-step explanation:
The student's question pertains to the marketing strategies used by beer companies to appeal to their target audience. Specifically, it touches upon the significance of brand images and perceptions, as demonstrated in the promotional campaigns of various beer brands such as Corona, Pabst, Foster's, and Guinness. It's important to note that marketing tactics can heavily influence consumer behavior by associating products with certain lifestyles or qualities, even when the physical product, such as beer in this case, remains the same.
Guinness Stout, for example, capitalizes on its unique attribute of being dark and its authentic brewing location in Dublin, Ireland to preserve its distinctive taste. The decision of Guinness to brew exclusively in Dublin and ship globally is a strategic marketing choice that reinforces the brand's identity of craftsmanship and tradition. On the contrary, bottled water companies often emphasize the cleanliness and health benefits of their products compared to municipal tap water to create a perception of superior quality.
Corona has similarly leveraged a long-time marketing campaign that doesn't explicitly praise the beer's taste but rather invokes images of a luxurious, tropical beach setting to create an association with wealth and leisure. By doing so, Corona aims to make consumers feel as though they are purchasing not just a beer, but an experience and an identity linked to luxury and relaxation. Such marketing strategies are effective in shaping consumer perceptions and choices, illustrating the power of branding in the business of beer and beyond.