Budweiser Assigning To America Case Study

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Budweiser Rebranding to "America." What’s the Impact?


For summer’s sake, Anheuser-Busch is replacing “Budweiser,” the brand of the beer labeled “America,” our country. America has no trademark.

Budweiser which is currently owned by AB Inbev, a Belgium’s beer industry will be renaming its brand “America” and replace its labels with phrases and images associated with the nation. This comes from late May until Presidential elections scheduled for November this year. The folks behind Budweiser will sub in “US” for “AB” in their logo and replace the slogan “King of Beers” for “E-Pluribus Unum.” The slogan “The Star-Spangled Banner” will appear on the top of the brand.

This is rather a new move by the Anheuser-Busch to make some kind
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Back in 2011, it had lost over 70% of its sales and became third following stiff competition from Coors Light brands. According to Beer marketer’s Insights, Budweiser currently accounts for just 8% of the U.S. market swimming in a pool of light larger which account for about 70% of all beer sold in the United States.

Rebranding Intention

Budweiser rebranding to “America” is intended to boost its sales during the summer ahead of the next presidential polls. Perhaps the manufacturers hope they will round off the edges from the Old World and blend seamlessly into the current. Just like baseball and apple pie, they want to let its fans on dive bars that their light larger of their choice in red, blue and white cans is a big part of “America” and the brand is here to stay. However, some drinkers are finding the rebranding idea to boost sales as weak and incredibly myopic.

Experts’ Opinions

In reference to Lizabeth Landon Cole, founder, Lizabeth PR, whether the rebrand is temporary or not, it is offensive as a publicist and an American. Her opinion is that it will not bring the boost they hoped for but it will be costly in the long
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