Thursday, March 4, 2010


A name, term, design, symbol, or any other feature that identifies one seller's good or service as distinct from other seller’s. Brands help recall past experiences, and communicate to customer’s their vertical and horizontal differentiation. Brands can command a price premium over competitors as, to consumers, they can represent reliability, guaranteed consistency, status, and many other sentiments.

One of the most established brands in the USA and even worldwide is Budweiser. Budweiser as a brand has become synonymous with the American man and due to its success as a brand it has vaulted past other major US beer distributors to become the best selling beer in the USA. Even though Budweiser consistently loses to other similar beers within their price range, their brand image is strong enough to defeat the competition.

Budweiser has worked hard to build their brand as a whole but it’s interesting to see the differences between how they build the brand of their two flagship products Budweiser and Bud light.

Budweiser has kept their advertising focused on establishing their brand as an American staple that embodies the ideas and aspirations of the hard working American men.

Bud light however has taken a completely different approach, positioning themselves as a fun beer for the funny intelligent social young adult.

It is definitely interesting to see to see an iconic company take two different approaches with their similar products. They have have two distinct brands that represent completely different ideals for what is merely a light version of their original product. It perhaps says something about the importance of brand building and brand loyalty in the beer industry. They undergo a tremendous amount of effort and expenses to establish unique brands for their individual products.

Thanks for reading,

Wyatt Bricca
Section E


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