Overview
What this challenge is about.
Analyze a legacy brewery’s brand equity, design a modern campaign, and earn a verifiable certificate.
The scenario
Alte Eiche is a family-owned brewery in Bavaria, Germany, known for its traditional wheat beer. It has a strong local following but is losing market share to craft breweries and international brands.
The Brief
What you'll do, and what you'll demonstrate.
How can Alte Eiche reposition its brand to attract younger consumers while preserving its heritage and core customer base?
Earning criteria — what you'll demonstrate
- Conduct a brand audit and assess brand equity using Keller's CBBE model
- Develop a brand positioning statement and define brand identity elements
- Design a brand architecture strategy (e.g., house of brands vs. branded house)
- Create an integrated brand communication plan aligned with brand strategy
- Measure brand equity using quantitative and qualitative metrics
Program Fit
Where this fits in your program.
Sharpens the same skills your degree expects you to demonstrate.
Aligned coursework coming soon.
Skills
Skills you'll demonstrate.
Each one shows up on your verified credential.
- Brand Audit
Apply brand audit to solve real industry problems and demonstrate production-level capability.
- Positioning
Apply positioning to solve real industry problems and demonstrate production-level capability.
- Brand Architecture
Apply brand architecture to solve real industry problems and demonstrate production-level capability.
- Consumer Insights
Apply consumer insights to solve real industry problems and demonstrate production-level capability.
- Campaign Planning
Apply campaign planning to solve real industry problems and demonstrate production-level capability.
Careers
Career paths this challenge builds toward
Completing this challenge demonstrates skills that transfer directly to these roles: