What Makes The Brand Stand Out? Experts Respond to M2

Consistent Quest for Brand Relevance

 Is star 60 years already? Looks and feels like a 20 year old brand. This top-of-the -mind perception of mine tells a lot about the brand. Firstly, the managers of the brand have been consistent in their quest for brand relevance. They have a clear-cut understanding of the target consumer behaviour and the need for brand relevance in the face of change in taste and competitive options in the market place. This understanding of the target consumer has ensured that over time their strategy and communication platforms have remained in synergy with the expectations of the targets.

 The brand has also been consistently positioned as a vibrant and bubbly brand with’ no dull moment. This has also ensured an affinity with both the younger and older targets, further expanding the brands share of the market.

 Secondly, the brand’s association with music and entertainment is also a strategy that has consistently positioned Star as ‘funcentric’. Rationale music and entertainment is a universal language that unifies and creates a ‘ bond platform ‘with the targets.

 Finally, the brands distribution strategy ensures ‘total saturation and availability’ across Nigeria…this is a clincher.

Give it to star…it’s an iconic brand!

Charles O’Tudor, CEO, Adstrat BMC

International Consumers Proud to Drink Star Lager Brand

I can offer an “outsiders view” on Star, not just as a non Nigerian, but as a beer drinker who has visited the country regularly since 1999.

To me, Star is the beer of Nigeria. It is what I drink after a long day in the Lagos heat, and I find it a wonderfully crisp and refreshing Lager.

Understanding the heritage of Star, as the “founder” of the indigenous beer market in Nigeria and still the market favourite today, makes drinking the beer even more enjoyable.

 Star has remained true to its promise of delivering a world class beer; it has a consistently high quality, good marketing support, and an excellent understanding of its various consumers.

 The fact that Star is the leading beer in a brewing industry which is second only to oil in contribution to the national economy makes me as an international consumer proud to drink Star. Taking my first sip of the cold, new green bottle makes me feel positively Nigerian!!

 Star has successfully held onto its “first into the market” advantage for 60 years now; a true testament to a consistently delivered quality product, a proper understanding of its target market, and brand and packaging innovations over the years. To remain successful for the next 60 years, Star needs to retain this consistency, and innovate regularly in its packaging and delivery.

Anthony Swart, CEO, Brand Union, South Africa

Star: Reaping the Benefit of Consistency, Brand Health Check Up

From the communication point of view, I think STAR is one of the brands reaping the benefits of consistency, focus and periodic check-up of the brand health. The BRIGHTER LIFE idea has been at the center of all the communication materials and activities of the brand and the brand has been able to refresh itself based on the results of the periodic health check. There was a time I thought the brand was looking tired but it survived the era of proliferation of beer products and later bounced back to the top. The STAR brand is truly the leading constant star of the beer industry.

Akin OSEWA

MD, Landmark Exposures Limited (The management excellence advocacy firm)

Star Engages Itself So Well With Consumers

Through persistent communication and improvement of its intrinsic value, Star Lager beer has not only gained a heavy top of mind recall in the minds of consumers but it has maintained an unshakeable leadership stance amongst its competitors. Star is one peculiar brand that engages itself so well with consumers in their everyday lives. And the power of its intrusive and entertaining communication in the last sixty years has made it almost impossible for consumers to switch their loyalty.

Is it not amazing to discover that at least seven out of every ten drinkers consume Star Lager Beer and quite passionately too! Other lagers have tried to catch up with Star’s challenge but we’ve really seen them fizzle out in a matter of time. Kudos should however be given to Nigerian Breweries for discovering the potential in Star early enough and supporting it this far. I hope they wouldn’t derail and would continue to put all required forces in place to strengthen its market leadership in another sixty years.

A. Shittu, a C-Level Executive Marketing Communications Consultant.