Article Mars Banks on Alterra Name and Symbolism - Questions

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Question

Read the Milwaukee Journal Sentinel article, "Mars Banks on Alterra Name and Symbolism", and write a complete response to each of the following questions:

What event precipitated the Milwaukee Journal-Sentinel article about Alterra Coffee dated 8/3/2013? Why was this event newsworthy?

What did the original owners of Alterra Coffee get out of the deal? Do you think this was a wise marketing decision on their part?   Why or why not?

What did Mars get out of the deal? Do you think this was a wise marketing decision on their part? Why or why not?

What is the significance of a brand name to you? What is its value to a corporation?

Solution Preview

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1. The event of the sale of the brand name ‘Alterra’ to the confectionary giant Mars and the subsequent renaming of the original ‘Alterra’ brand as ‘Colectivo’ has been reported in this article. This news is important since it represents the strategies which have been used by both the companies to achieve growth. The unique aspect of the deal is that the sale of the brand name and the story behind the brand...

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