Abstract
The survey we made about Carlton Draught showed us the positive and negative points of its brand image in customers' minds. In order to improve the brand image we will proceed in three parts. First, in the brand analysis we will analyse all the aspects of the marketing mix (product, price, placement and promotion) so we will be able, in the second part, to see the limitations of the brand. Then we will give some recommendations in order to improve the brand image and change negative points into positive ones without loosing the brand identity of Carlton Draught. Carlton Draught has used various marketing communications to establish a consistent brand image. Their choice of marketing mix has branded Carlton as a cheap, low quality beer. It is mostly found in the southern and western parts of Australia and is a market leader in those regions. Each element of the marketing mix has contributed in different ways to build Carlton's brand equity.
