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Essay text:
How did Corona establish its position in the U.S. market? How much of its success in Mexico was generalizable to the U.S.?
How Corona establish position in US
• Corona success would come from adopting this distinctive perspective on life rather than following the crowd – via distinctive set of values and a unique brand personality.
• The starting point began with consumer insights and perceptions. Corona uncovered a set of values important to its consumers and found a way to communicate those values.
• Consumers associated Corona with positive brand cues such as the beach, vacations, hanging out with friends – all cues that fall under the overarching umbrella of escape and relaxation...
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