Guinness

Branding is very important in any business because it can creates the image that the company wants to be conveyed to their audience. Branding is accomplished through many means: logos, mascots and advertisements. One company that has made a popular name for itself, especially in Ireland, is Guinness. Guinness is a beer brewer that specializes in porter style beer. The company was founded by Arthur Guinness in Dublin during 1759. The site of the original brewery at St. James Gate had a 9,000 year lease signed on it for 45 pounds a year. Since then, Guinness has become a internationally popular beer. This couldn’t be achieved by their mastery of brewing along though, marketing their brand has also made a big impact on what makes Guinness such a recognizable beer. The logo of the Guinness Brewery is very recognizable as it is a harp, which is already a well known symbol in Irish history. The harp of Brian Boru has been a symbol of Ireland since the reign of Henry VIII, but there is a major difference between this harp and the logo, the direction it faces. Advertisements and commercials by Guinness are also very recognizable and how also won many awards. Notable ones include: John Gilroy’s toucan posters, dark humored commercials featuring Rutger Hauer and most recently a advert titled “Tipping Point” that resembled a domino effect. This latest commercial was shot in Argentina and had a 10 million pound budget. While the success of Guinness has lasted for generations, it will be interesting to see what the future holds for the company as reportedly sales for the drink dropped in the UK and Ireland by 6% in 2006.
Source: http://en.wikipedia.org/wiki/Guinness