Help Chirs Create a Brand Key For Moutain Man Beer $($no need to re$-$read the case$).$ Match the brand key elements with the best statements for that element.

Consumer Insight

Brand Benefits $($Emotional$)$

Brand Personality

Brand's Reason to Believe

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Man in focus group summed up what several MM drinkers felt $."$My dad drank M

Rugged and Sincere

Target Market

Drink Like a Man

The beer won "Best Beer in West Virginia" for its eighth year straight

This is my grandad's beer, it reminds me of my dad and grandad. Of the lives they

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Brand Essence

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