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This report will seek to reverse the 13% decline in volume sales for Guinness from 760 million pints in 2003 to 660 million in 2007. The client organisation has commissioned Quick Thinking to create a new strategy to rejuvenate the brand using approximately 0.4% of the £50 million worldwide budget for the 2009 campaign. Based on the analysis of the functional, symbolic and experiential attributes of the Guinness beverage range and its brand image from the organisational and consumer perspectives, their implications on consumption and brand equity will be generated. The key tangible and intangible resources, in addition to the capabilities possessed by Guinness will subsequently be analysed. The analysis of different levels of competition would enable Guinness to identify not only competitors within the industry, but also the threat of substitutes that have the potential to shrink the market.

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