Brand Image

We are all aware that it is very difficult to taste the difference between the varieties of available beer brands when given it unlabelled, it is almost impossible for a common man to say for sure what brand is it, and there are several cases on this issue. Therefore the styling and, packaging and brand image is very important. In the world of brew, consumer loyalty is shaped by brand culture.

Physical: Styling and Packaging

Budweiser has introduced many can designs with cobranding and sports marketing promotional packaging. Packages are sometimes tailored to local customs and traditions Chicagoans widely prefer the 16 ounce can. Michigan prefer the eight ounce can.

Sponsorship of worlds premium sporting event

Maintains a high-profile presence with adult audiences through innovative marketing and sponsorship programs in sports, music and entertainment.

Positioning (U.S)
Globally brewed and considered as leader on the market. Quality product, best tasting, satisfying beer on market Target market is 21 years and older 1. Fun loving 2. Care free individuals 3. Drink occasionally and or on daily basis

Video Link

http://www.youtube.com/watch?v=lEbK0VwH 45o

Marketing: 1950s-1970s
1950- began using television advertising 1951- first brewer to sponsor a network television show: The Ken Murray Show 1960s-1970s- Budweiser relies on slogans as major advertising tool
This calls for a Budweiser This Buds for You

This Buds For You

Marketing: 1980s - Present

Introduction of Bud Light 1982
Brought challenge of positioning both beers effectively Surpassed Budweiser sales in 1990 Currently #1 selling beer in the world

Budweisers new position: The Great American Lager New advertising media
Bud.tv / Swear Jar Herestobeer.com Brewery Tours

Positioning

THE GREAT AMERICAN LAGER

We Americans love our beer, consuming over 15.7 million gallons a year Yes, many people have protested drinking any Anhesier-Bush products due to the fact that they sold their rights overseas to a Belgium/Brazillian company some years ago. But they continue to market their products to the hard-working, middle-class American, and how they do it is by positioning themselves in the Ad War better than anyone else as the The Great American Lager". Although the beer is still made in St. Louis by American workers, it's difficult to muster the same patriotic feeling holding a Bud in your hand when you know that it's now part of some Belgian-Brazilian conglomerate. So Budweiser is fighting back against this perception with its new "Made In America" campaign.

MADE IN AMERICA MUSIC FESTIVAL

The campaign piggy-backed on Budweiser's sponsorship of the Made In America Music Festival in Philadelphia during Labor Day The music festival featured dozens of acts alongside headliner Jay-Z, who without coincidence released a hit single last year titled "Made In America," along with collaborators Kanye West and Frank Ocean. It seemed like the perfect opportunity for Budweiser to restore itself in the minds of the

ANTICIPATION :THE GREAT TIMES

Anticipation: The Great Times proved to be a solid commercial for Budweiser on all fronts in the US. The ad resonated with consumers on an emotional level by reinforcing the brands American heritage as well as driving nostalgia and relevance by showing a combination of traditional images of a baseball game with more modern or current images of barbeques, etc. The ad was also able to reinforce Budweisers imagery, particularly its American roots, taste as well as its social benefits of enjoying Budweiser. Although the campaign rests on the universal emotion of anticipation of good times", some creative had to be tweaked to make it more relevant to consumers in different markets. Through copy test, AB InBev adopted more local relevant scenes and environment (e.g. football) to be more effective among UK consumers.

Patriotic posts during Memorial Day

Over Memorial Day weekend Budweiser launched a new stars and stripes can design.
Sponsorship of American passions like Nascar, positively engages consumers to use ethical issues to align themselves with consumers' concerns, Budweiser successfully appeals to American patriotism over a national holiday. It uses more general posts to get consumers to engage with the product itself and get them to identify Budweiser with a fun relaxing weekend. By using this combination of serious patriotic posts and lighter conversational holiday posts, Budweiser is able to connect with a wide variety of consumers.

Budweiser branding: beer adopts new positioning

LONDON -.
The positioning comes just a year after the brand launched a campaign using the strapline True Dedication' in a bid to associate itself with authenticity and quality

Budweiser is shifting from authenticity to sociability

Budweiser has handed out a six-figure PR brief in an attempt to capitalise on its status as official beer sponsor of the 2010 FIFA World Cup. Brewing giant Anheuser-Busch InBev has turned to Lexis to position Budweiser as the brand that delivers 'a great World Cup experience'. The campaign will focus on bringing football fans together 'through banter and their passion for the game', according to Lexis CEO Margot Raggett. The campaign will build on the 'sociability' positioning that Budweiser launched , in contrast to its previous 'authenticity' marketing message.

CHINESE MARKETS
Beer is really cheap in China, but not the big foreign brands. Budweiser can cost more than three times as much as some local beers. And so, Budweiser is a premium brand and a status symbol for many Chinese. That's in stark contrast to its status back in America, where it was created. The brand has a 1.2 percent market share in China, and it's trying everything to foster that premium image in order to snatch away more. Packaging Budweiser's cans are topped with golden aluminum foil. Not only does it serve a purpose by protecting the can's lid from dust, but it gives it a more highend look. Promotion Restaurants and bars are seeing a hefty dose of beer marketing. Brands like Budweiser are consumed in public with friends and family because it gives them status. Volume Parent Anheuser-Busch InBev is buying up companies and building new plants in an effort to expand its presence geographically.