{"id":38590,"date":"2020-01-28T15:15:11","date_gmt":"2020-01-28T15:15:11","guid":{"rendered":"https:\/\/www.retaildetail.be\/food\/quel-danger-le-coronavirus-represente-t-il-pour-ab-inbev-2\/"},"modified":"2020-01-28T15:15:11","modified_gmt":"2020-01-28T15:15:11","slug":"quel-danger-le-coronavirus-represente-t-il-pour-ab-inbev-2","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/food\/quel-danger-le-coronavirus-represente-t-il-pour-ab-inbev-2\/","title":{"rendered":"Quel danger le coronavirus repr\u00e9sente-t-il pour AB InBev ?"},"content":{"rendered":"<p>La bi\u00e8re mexicaine <strong>Corona<\/strong> est l\u2019une des marques phares d\u2019<strong>AB InBev<\/strong>, mais son nom a aujourd\u2019hui une connotation n\u00e9gative, vu la propagation du virus du m\u00eame nom. Cette f\u00e2cheuse co\u00efncidence pourrait-elle affecter le g\u00e9ant brassicole ?<\/p>\n<p><!--break--><\/p>\n<h2>\nMarque phare<\/h2>\n<p>Selon les derni\u00e8res informations, plus de 4500 personnes auraient \u00e9t\u00e9 contamin\u00e9es par le coronavirus, dont 106 sont d\u00e9c\u00e9d\u00e9es, indique la VRT. Afin d\u2019emp\u00eacher la propagation de la maladie 20 millions de personnes dans diff\u00e9rentes villes chinoises ont \u00e9t\u00e9 coup\u00e9es du monde ext\u00e9rieur.<\/p>\n<p>\nLe hasard veut que le coronavirus, appel\u00e9 ainsi vu son apparence de couronne au microscope, porte le m\u00eame nom que la bi\u00e8re premium mexicaine d\u2019AB InBev, la bi\u00e8re la mieux vendue en Chine. Cr\u00e9\u00e9e en 1925, la bi\u00e8re Corona est aujourd\u2019hui l\u2019une des marques phares du brasseur, au m\u00eame titre que la<strong> Stella Artois <\/strong>et la <strong>Budweiser<\/strong>.<\/p>\n<h2>\nConnotation n\u00e9gative<\/h2>\n<p>La maladie affectera-t-elle la bi\u00e8re ? Tim Smits, professeur en marketing \u00e0 la KU Leuven, estime que pour l\u2019instant toute cette crise n\u2019a pas encore nui \u00e0 l\u2019image de la marque. \u00ab Mais les \u00e9quipes marketing d\u2019AB InBev suivent la situation de\u00a0 pr\u00e8s \u00bb, explique-t-il au journal De Tijd. Selon le professeur, les cons\u00e9quences pourraient \u00eatre graves si la situation d\u00e9raille : \u00ab Si le coronavirus devient une pand\u00e9mie et fait des morts partout dans le monde, AB InBev pourrait avoir un gros probl\u00e8me \u00bb, affirme Smits. \u00ab La bi\u00e8re aura alors une connotation n\u00e9gative et les gens opteront pour une alternative. Il y a suffisamment de choix\u00a0sur le march\u00e9\u00a0de la bi\u00e8re. \u00bb Dans le pire des cas AB InBev devra imaginer un autre nom pour sa bi\u00e8re, ajoute-t-il.<\/p>\n<p>\nEn tout cas en Chine l\u2019effet sur les ventes restera limit\u00e9, car la bi\u00e8re y porte un autre nom que la virus. Dans certaines langues par contre, notamment en n\u00e9erlandais et en anglais, le nom de la bi\u00e8re et de la maladie sont identiques.<\/p>\n<h2>\nValeurs cl\u00e9s<\/h2>\n<p>Par le pass\u00e9 de nombreuses \u00e9tudes scientifiques ont \u00e9t\u00e9 men\u00e9es sur les cons\u00e9quences de la publicit\u00e9 n\u00e9gative. La plupart des \u00e9tudes concluent qu\u2019une marque ou entreprise, mise en cause, ne sera affect\u00e9e qu\u2019au moment o\u00f9 ses valeurs cl\u00e9s sont touch\u00e9es. Une entreprise alimentaire dont les consignes d\u2019hygi\u00e8ne laissent \u00e0 d\u00e9sirer ou une banque qui semble peu fiable, sont des exemples \u00e9vidents. De plus, il leur sera difficile apr\u00e8s coup de r\u00e9tablir l\u2019image de la marque.<\/p>\n<p>\nDans le cas de Corona tout repose sur une simple co\u00efncidence : il n\u2019y a aucun lien entre le virus et la bi\u00e8re et les consommateurs en sont bien conscients. Selon toute vraisemblance AB InBev n\u2019aura donc pas \u00e0 changer le nom sa marque.<br \/>\n\u00a0<\/p>\n","protected":false},"excerpt":{"rendered":"<p>La bi\u00e8re mexicaine Corona est l\u2019une des marques phares d\u2019AB InBev, mais son nom a aujourd\u2019hui une connotation n\u00e9gative, vu la propagation du virus du m\u00eame nom. Cette f\u00e2cheuse co\u00efncidence pourrait-elle affecter le g\u00e9ant brassicole ? Marque phare Selon les derni\u00e8res informations, plus de 4500 personnes auraient \u00e9t\u00e9 contamin\u00e9es par le coronavirus, dont 106 sont [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":38587,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[24],"tags":[],"people":[],"extra":[],"company":[],"topic":[],"region":[],"class_list":["post-38590","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-food"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Quel danger le coronavirus repr\u00e9sente-t-il pour AB InBev ? - RetailDetail BE<\/title>\n<meta name=\"description\" content=\"La bi\u00e8re mexicaine Corona est l\u2019une des marques phares d\u2019AB InBev, mais son nom a aujourd\u2019hui une connotation n\u00e9gative, vu la propagation du virus du m\u00eame nom. 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