Question: Analyse Stella Artois's current corporate communications.

Compare with Heineken strategies with reference to relevant theory (e.g., corporate personality, corporate identity,corporate image, corporate reputation, public relations) andmake recommendations for improvement bench marking against the best(Heineken) in the industry. You should address the strategies employed and should analyse the ways in which each organisation communicates with its stakeholders. You must cover message strategies but you are free to delve into any other areas that are appropriate. Remember that you are comparing and contrasting, so you must look at the differences and, if appropriate, similarities. This section must be supported with academic theory and literature. But this is not purely an academic essay as it has a target audience of your "under-performing" company.