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  • June 2018 (Revised October 2020)
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Global Brand Management of Anheuser Busch InBev's Budweiser

By: Jill Avery
  • Format:Print
  • | Language:English
  • | Pages:27
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Abstract

Brian Perkins, chief architect of the $6 billion Budweiser brand, was excited about 2018, in which the company would launch Budweiser into several new markets in Africa and Latin America. He was feeling the pressure to finalize a global brand strategy that would define Budweiser’s value proposition and guide its development and execution around the world. The problem was that Budweiser actually had two distinct brand realities that differed across geographies and that often interfered with each other. He worried whether the company could keep selling a premium brand proposition abroad as the brand’s less premium reputation faced challenges at home in the U.S., and whether he needed to force a monolithic global brand strategy everywhere or allow for local market customization. Could Budweiser simultaneously accommodate two or more brand realities?

Keywords

Brand Management; Global Brands; Brand Positioning; Brand Extension; Brand Storytelling; Brand Equity; Marketing; Marketing Strategy; Brands and Branding; Advertising; Global Strategy; Cross-Cultural and Cross-Border Issues; Consumer Behavior; Marketing Communications; Consumer Products Industry; Food and Beverage Industry; Advertising Industry; Africa; China; United States; North America; South Africa; Nigeria; Kenya; Cameroon; Canada

Citation

Avery, Jill. "Global Brand Management of Anheuser Busch InBev's Budweiser." Harvard Business School Case 518-105, June 2018. (Revised October 2020.)
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About The Author

Jill J. Avery

Marketing
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Related Work

    • June 2020
    • Faculty Research

    Global Brand Management of Anheuser Busch InBev's Budweiser

    By: Jill Avery
    • June 2018 (Revised October 2020)
    • Faculty Research

    Global Brand Management of Anheuser Busch InBev's Budweiser

    By: Jill Avery
Related Work
  • Global Brand Management of Anheuser Busch InBev's Budweiser By: Jill Avery
  • Global Brand Management of Anheuser Busch InBev's Budweiser By: Jill Avery
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