Building familiarity and relevance to consumers is only achieved through effective communication of the brand message. Foster's spreads its brand message through promotional programs, sponsorship and public relations.
Brand equity is enhanced by long-term marketing programs to ensure a cumulative build over time. Australianness is the essence of Foster's brand image is promoted in every market in the world. All Foster's lager theme advertising is consistent with an Australian positioning. A powerful range of award winning advertising and promotional programs has been the driving force of the brand's success.
Global consistency in brand packaging and advertising image portrayal, in both above and below-the-line programs, builds upon the brand's strengths. Also, stringent controls are in place to ensure the Foster's experience remains consistent around the world. This experience guarantees a consistent high-quality product and brand support that makes Foster's Lager instantly recognisable and familiar to beer drinkers the world over.
Foster's seeks partners to build the brand's success through co-operative arrangements. An impressive international network of major brewing companies, distributors and hospitality partners make up the worldwide Foster's team. As a leading world brand, Foster's has secured major licensing and brewing agreements in the Americas and in Europe. Carlton & United Breweries expands the network in Australia, while Foster's Brewing International distributes their product to the Middle East and Africa. Foster's Brewing International also produces Foster's lager in strategically placed breweries in Asia and the Pacific region.
Foster's tightly controls the brand and its image to manage, protect and grow the brand equity worldwide. Foster's Brewing International has strict controls in place to protect Foster's image, reputation and identity. Their Australian-based marketing team set the brand direction, uphold standards and promote the latest technology to develop communications links between their marketing team worldwide. Foster's has an electronic, virtual global marketing office.
