Value drivers

Value drivers of the beer market:

• The taste: sweetness or bitterness
• The color
• The amount of foam
• The universe around the beer: answer to a belonging need

As we can see both brands offer two different experiences and brand associations that can work as stimulies such as the colors chosen for the brand identity, for instance, which allows consumers to choose wittingly and in order to belong to a group. It plays on emotions with sensory and affective experiences and leads to particularly strong brands.