Saturday, July 27, 2013

'King' of the World

Almost a year ago, I wrote that Budweiser had a positioning problem.  After the sale of Anheuser-Busch to Belgium-based InBev in 2008, their ability to effectively position the brand as the all-American brew was severely weakened.  Furthermore, in a category where being one of the "little guys" is a highly-admired brand trait, the size of Anheuser-Busch was becoming as much a weakness as it was strength.

I recommended Budweiser turn that weakness into a strength by marketing itself as the world's first global beer brand. Doing so would create a distinction that would once again reposition the brand as a leader and thus appeal to consumers in a new way.

Interestingly, according to a recent article by Mike Esterl for the Wall Street Journal, this appears to be the strategy that Budweiser is taking.  The company has set its sights on using its size and widespread brand recognition to its advantage, as Budweiser mimics the strategy that transformed American icon Cola-Cola into a brand that's now revered across the globe. 

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