Company: Budweiser is an American-style lager that is produced by Anheuser-Busch InBev,

a Belgian multinational drink and brewing holdings company.

Competition: Budweiser’s main competitors are Bira, Heineken, Carlsberg strong, Tuborg

and Kingfisher. This is based on the alcohol content and price point of the beer.

Collaborators: To expand its network and reach, Budweiser collaborates with Fashion stores,

farmers, Jim bean (Cooper Lager) and also has licensing agreements with NFL, MLB, and

NASCAR.

Context: Budweiser was introduced in 1876 and currently has a 28% market share worldwide.

It is sold in 50 countries and is the largest brand of AB InBev. In India, it has the 7th highest

market share by volume.

Customer: Budweiser sells to retailers, bar owners, and wholesalers, through which it

reaches the end consumers – beer drinkers across the globe.

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