Brand Mantra: Budweiser’s brand mantra is the king of beers.

It wants to convey the

message
that they are the best beer in the world. They have consistently been at the top,
so they call
themselves the king of beers.
Point of Parity: It is necessary for any brand to enter the product category it
wants to compete
in. Point of parity establishes the product category. Budweiser is an alcoholic
beverage, a
lager beer. So, it competes with other alcoholic beverages or beers.
Point of Difference: Point of difference are the attributes of the product which
differentiates
it from the competitors. Budweiser positions itself as a premium brand with
international
quality. It advertises that it tastes best and is consistent with every bottle.
RTB: Reasons to believe or RTBs are the facts that substantiate the claims of the
brand.
Budweiser has 140+ years of experience. They have a seven-step brewing process.
This
substantiates their claims that they taste best and consistently the same.
Personality: Brand personality is a set of human characteristics attributed to the
brand. It
emphasizes on the values other than the functional benefits of the product. Bold,
smooth,
strong, and confident are some of the characteristics Budweiser associates itself
with.
Visual Identity: The visible elements of the brand like design, architecture,
colour
scheme, shape, etc. are called visual identity. Red and white colours are the
primary
colours on the bottles and in the logo of the brand. Budweiser bottles and Cans
have a
premium look.