Question

1. From a marketing perspective, what has Guinness done to ensure its longevity?

2. How would you characterize the Guinness brand?

3. What could Guinness do to attract younger drinkers? And to retain its older loyal customer base? Can both be done at the same time?

Answer 1

Explanation:

The main features of the trademark label were the ‘Guinness’ name, harp device and Arthur Guinness signature. These features were to evolve into the three core elements of the GUINNESS brand identity.