To analyse the visibility elements of the

brand, we floated a survey and analysed

the 130+ responses. We observed that
Budweiser was associated with positive
keywords like Strong, Smooth, Tasty,
Good and Refreshing. The Kapferer Brand
Identity Prism for Budweiser revealed
further about its brand identity:
Internalization: Social and sporty culture;
confident, dynamic and successful
consumers; young and bold personality
Externalization: Relaxing and destressing
relationship; assertive, dominating and
professional image of its consumers;
brown, crown and sturdy physique