Okay so it is about time that I jumped on the bandwagon. That is right I am going to talk about Molson Canadian. A company that like many others in Introduction to Marketing is constantly referred to as one of those marketing savvy companies (Apple, Microsoft, lululemon, and Coca-Cola are other examples). These companies are recognized by everyone in class and coincidentally extremely successful. However, class aside when I say bandwagon I am more referring to the multiple blogs already written about Molson Canadian. Just to name a few of the many there is: Dominique Bujold’s Blog, Kristel Co So’s Comm296 Blog, Masakit9284, Alan Chu’s blog, Judd Grossman, David Hammond’s Blog.
Most of these blogs look at the branding and commercials of Molson Canadian talk about Molson being “Canada’s Beer” or the “essence of Canada” but as it was pointed out in Judd Grossman blog Molson technically isn’t even Canadian owned.
In fact, Moosehead is the biggest Canadian owned beer maker. Nonetheless, as I have learned this year perceived value is the most important thing when consumers make purchasing decisions and creating a strong perceived value is something that Molson does better then most. Canadian has a strong brand connection to Molson.
A similar example is the clothing industry, as people tend to have a preference to wearing certain brands and through wearing them feel connected to that’s brands ideals. Molson connects its’ consumers to being Canadian, which is an ideal that is more widespread then most other brand ideals in Canada. Making Molson a force to be reckoned with but in my mind also a susceptible target to attack ads. For example what if Moosehead could leverage their Canadian ownership to strengthen their brand and at the same time undermine Molson as being none Canadian? (Just some food for thought)
Oh and of course what would a Molson Canadian blog post be without the obligatory highly toted video, so here is my personal favorite to end off with:
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