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Diageo is a leading global drinks company with a portfolio of iconic brands such as Johnnie Walker, Smirnoff, and Guinness. The company's success is built on a deep understanding of its consumers and a commitment to building strong brands. The Diageo Way of Brand Building is a framework that outlines the company's approach to creating and sustaining great brands. This guide provides an overview of the Diageo Way of Brand Building and offers insights into how the company builds and maintains its brands.

The information contained in this document is not exhaustive and may need to be updated.

In traditional marketing, brands obsess over Market Share (the financial result). The Diageo Way of Brand Building flips this priority to focus on Perceiver’s Share (the psychological driver).