Litigation Survey Case Study
Which Crown Bears the Mark: Diageo - Mexcor Case Study
Crown Royal Canadian Whisky is marketed and sold in the United States since 1954 and its’ distinctive branding includes purple velvet bags and affiliated merchandise retain the same imagery. It is one of the most widely consumed whiskeys and its products generate hundreds of millions of dollars annually. Revenue channels include bars, retail, clubs, mass clubs, sponsorship events and venues including sporting events and performing arts venues. The purple velvet bag is focal to their brand narrative, advertising, and promotional campaigns since 1964 and in 2012, Diageo spent over 100 million in a three year period in marketing.
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