The Value of Brand Equity

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Abstract
Through the 1960s and early 1970s, Schlitz beer was a strong number-two beer brand supported by the well regarded gusto campaigns, such as the “You only go around once in life—so grab all the gusto you can.” In the mid-1970s, Schlitz converted to a fermentation process that took four days instead of 12 and substituted corn syrup for barley malt to gain a strategic cost advantage. The result was a beer that became flat or cloudy after time on the store shelf; Schlitz developed an image of being a “green” beer with “cheap” ingredients.

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