SAGE Video - Resilience in a Sea of Change

Name: Resilience in a Sea of Change
Uploaded: 2016-06-25
Duration: 36 min 19 s
Description: John Alvarado, brand marketer for Corona Extra, discusses brand resiliency and how Corona has stayed relevant. Brand resiliency is possible through understanding customers and evolving to meet demand. Alvarado discusses Corona's marketing strategy, how to promote brands and how to engage as a brand in a relevant way.

Transcript

Video Type: Conference

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  Alvarado, J. (Speaker). (2016). Resilience in a sea of change [Video]. SAGE Knowledge. https://dx.doi.org/10.4135/9781473990418
  
  Alvarado, John. "Resilience in a Sea of Change." In SAGE Video. : SAGE Publications, Ltd., 2016. Video, 00:36:19. https://dx.doi.org/10.4135/9781473990418.
  
  Alvarado, J., 2016. Resilience in a Sea of Change, SAGE Video. [Streaming Video] London: SAGE Publications Ltd. Available at: <https://dx.doi.org/10.4135/9781473990418 & gt; [Accessed 29 Jan 2023].
  
  Alvarado, John. Resilience in a Sea of Change. Online video clip. SAGE Video. London: SAGE Publications, Ltd., 25 Jun 2016. doi: https://dx.doi.org/10.4135/9781473990418. 29 Jan 2023.
  
  Resilience in a Sea of Change [Streaming video]. 2016. doi:10.4135/9781473990418. Accessed 01/29/2023
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Summary
Chapters
Video Info

Summary

John Alvarado, brand marketer for Corona Extra, discusses brand resiliency and how Corona has stayed relevant. Brand resiliency is possible through understanding customers and evolving to meet demand. Alvarado discusses Corona's marketing strategy, how to promote brands and how to engage as a brand in a relevant way.

Chapter 1: Change in Consumer Behavior
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- Start time: 00:00:00
- End time: 00:06:27
Chapter 2: Corona's Marketing Strategy
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- Start time: 00:06:28
- End time: 00:13:47
Chapter 3: Marketing Strategies
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- Start time: 00:13:48
- End time: 00:18:47
Chapter 4: Understanding the Market
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- Start time: 00:18:48
- End time: 00:23:47
Chapter 5: Promoting the Brand
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- Start time: 00:23:48
- End time: 00:27:51
Chapter 6: Marketing Promotions
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- Start time: 00:27:52
- End time: 00:32:38
Chapter 7: Conclusion: Resilience in a Sea of Change
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- Start time: 00:32:39
- End time: 00:36:18

Type of Content: Conference
Title: Resilience in a Sea of Change
Publisher: SAGE Publications, Ltd.
- Publication year: 2016
- Online pub date: June 25, 2016
Discipline: Business & Management
Subject: Brand Management & Strategy, Marketing Strategy, Consumer Culture
Duration: 00:36:19
DOI: https://dx.doi.org/10.4135/9781473990418
Keywords: advertising, advertising campaigns, advertising theories, alcoholic beverages, awareness, beer, brand equity, brand management, brand personality, branding, competition (business), consumer behavior, consumption, customer centrality, customer equity, digital media, distribution (business), generational change, market (economics), market positioning, marketing (business), marketing campaigns, marketing concept, marketing plan, marketing planning, marketing research, marketing strategy, promotion (marketing), resilience, resiliency, Social media, talent development, trends, trends in consumer culture
Things Discussed
Organizations Discussed:
Corona Extra, 1925
Constellation Brands, Inc., 1945-
Corona Extra, 1925-
Grupo Modelo S.A.B. de C.V., 1922-
7-Eleven, Inc., 1927-

People
Speaker: John Alvarado

Online ISBN:9781473990418

Copyright: (c) SAGE Publications Ltd., 2016

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Tools
Tools icon close
- Download PDFopens in new window
- Cite
  
  Cite icon close
  
  Format APA
  
  Alvarado, J. (Speaker). (2016). Resilience in a sea of change [Video]. SAGE Knowledge. https://dx.doi.org/10.4135/9781473990418
  
  Alvarado, John. "Resilience in a Sea of Change." In SAGE Video. : SAGE Publications, Ltd., 2016. Video, 00:36:19. https://dx.doi.org/10.4135/9781473990418.
  
  Alvarado, J., 2016. Resilience in a Sea of Change, SAGE Video. [Streaming Video] London: SAGE Publications Ltd. Available at: <https://dx.doi.org/10.4135/9781473990418 & gt; [Accessed 29 Jan 2023].
  
  Alvarado, John. Resilience in a Sea of Change. Online video clip. SAGE Video. London: SAGE Publications, Ltd., 25 Jun 2016. doi: https://dx.doi.org/10.4135/9781473990418. 29 Jan 2023.
  
  Resilience in a Sea of Change [Streaming video]. 2016. doi:10.4135/9781473990418. Accessed 01/29/2023
  copy to clipboard
  or
  
  Export to your reference manager Endnote
  
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  Cancel
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  Embed this Content
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  Clip - https://sk.sagepub.com/video/resilience-in-a-sea-of-change
  
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Video Type: Conference

Transcript

Summary

Chapters

Video Info

Chapter 1: Change in Consumer Behavior

Chapter 2: Corona's Marketing Strategy

Chapter 3: Marketing Strategies

Chapter 4: Understanding the Market

Chapter 5: Promoting the Brand

Chapter 6: Marketing Promotions

Chapter 7: Conclusion: Resilience in a Sea of Change

Things Discussed

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Resilience in a Sea of Change

Video Type: Conference

Transcript

Summary

Chapters

Video Info

Chapter 1: Change in Consumer Behavior

Chapter 2: Corona's Marketing Strategy

Chapter 3: Marketing Strategies

Chapter 4: Understanding the Market

Chapter 5: Promoting the Brand

Chapter 6: Marketing Promotions

Chapter 7: Conclusion: Resilience in a Sea of Change

Things Discussed

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