The assumptions of experts: yes, no effect
Posted: Tue Dec 17, 2024 6:32 am
More than 22% of the voters in the poll would abandon the name, because the brand would be too damaged and Corona would suffer from that in the sale of beer. There is something to be said for that too. The remaining 3.7% would do something else. Below you will find the results and a few honorable mentions.
Corona poll.
Interesting suggestions
In addition, we found interesting suggestions:
“ Huge name recognition, strong brand . Just mention it. For example: luckily you can choose for yourself whether you take a Corona (provided you . – Marlene Roovers
“My idea is to change the name. Corona is no longer associated with coziness and fun , which is what a beer brand should stand for. I think it would be better to change the name than to get rid of the negative connotation that the name currently has. I think this can also be used well in marketing terms and will generate a lot of goodwill.” – Esther
“New name: Norona + big campaign”. – Norbert
Research and the role of experts
Ask three experts for their opinion and they will all say something different. So the key is to know when to listen to which expert. And better yet, investigate what is going on.
Although we do not work for Corona or any other Grupo Modelo brand, we find it interesting enough how to deal with a crisis, especially when the crisis is in your brand name. We (Rik Brouwer, Ileen Bouw and Jorge Labadie) found CG Research willing to do this research with us. And the results surprised us too!
Before the poll, several brand experts on LinkedIn taiwan telegram data pondered whether COVID-19 would have an effect on the beer Corona. One expert said that it would not, because there was no logical relationship or 'fit' between the two. Another claimed that it depended: people might not automatically make a connection, but that would change if a connection was made by the media or Corona itself.
When a third expert showed a message from Corona, in which the brand itself said there was no effect on their people, product or business (don't think pink elephant), we saw the opportunity to investigate this and ask you what you would do.
You were clear: stay put! Although one in five wanted to change the name. It is interesting to report that Corona itself planned to change the brand to Coronita , a brand name they already used for their pre-mixes. If such a big brand does that, it must be good? Let's see
Coronita beer.From our scientific background we know that a classical experiment is a suitable way to investigate a causal relationship between different circumstances. You compare the situation before with the situation after and test whether there are significant differences. In doing so you try to exclude other variables as much as possible.
That is how we set up this research, in which we look at two 'variables': the image of Corona before the crisis versus after the crisis and the situation without specific information about the effect of the crisis versus with specific information. We used a statement from Corona itself for this. After all, we want to determine whether COVID-19 has an effect on the image, and whether it matters whether or not the link was made.
Corona poll.
Interesting suggestions
In addition, we found interesting suggestions:
“ Huge name recognition, strong brand . Just mention it. For example: luckily you can choose for yourself whether you take a Corona (provided you . – Marlene Roovers
“My idea is to change the name. Corona is no longer associated with coziness and fun , which is what a beer brand should stand for. I think it would be better to change the name than to get rid of the negative connotation that the name currently has. I think this can also be used well in marketing terms and will generate a lot of goodwill.” – Esther
“New name: Norona + big campaign”. – Norbert
Research and the role of experts
Ask three experts for their opinion and they will all say something different. So the key is to know when to listen to which expert. And better yet, investigate what is going on.
Although we do not work for Corona or any other Grupo Modelo brand, we find it interesting enough how to deal with a crisis, especially when the crisis is in your brand name. We (Rik Brouwer, Ileen Bouw and Jorge Labadie) found CG Research willing to do this research with us. And the results surprised us too!
Before the poll, several brand experts on LinkedIn taiwan telegram data pondered whether COVID-19 would have an effect on the beer Corona. One expert said that it would not, because there was no logical relationship or 'fit' between the two. Another claimed that it depended: people might not automatically make a connection, but that would change if a connection was made by the media or Corona itself.
When a third expert showed a message from Corona, in which the brand itself said there was no effect on their people, product or business (don't think pink elephant), we saw the opportunity to investigate this and ask you what you would do.
You were clear: stay put! Although one in five wanted to change the name. It is interesting to report that Corona itself planned to change the brand to Coronita , a brand name they already used for their pre-mixes. If such a big brand does that, it must be good? Let's see
Coronita beer.From our scientific background we know that a classical experiment is a suitable way to investigate a causal relationship between different circumstances. You compare the situation before with the situation after and test whether there are significant differences. In doing so you try to exclude other variables as much as possible.
That is how we set up this research, in which we look at two 'variables': the image of Corona before the crisis versus after the crisis and the situation without specific information about the effect of the crisis versus with specific information. We used a statement from Corona itself for this. After all, we want to determine whether COVID-19 has an effect on the image, and whether it matters whether or not the link was made.