This year’s UEFA Euro is well underway, and national rivalries are at their peak. Official sponsor Heineken encourages supporters to ‘enjoy’ it in their latest campaign. But how would Heineken itself fare in a stand-off against one of its most important competitors, Stella Artois? Spontaneous associations will clue us in. Using the right associations… Continue reading Using brand associations to beat the competition: the case of UEFA Euro sponsor Heineken