Building brand architecture assignment: Week 2 Budweiser and Corona

1.) Introduction I selected Budweiser and Corona as the two brands for this assignment. I’ve worked in the insurance industry for my whole career thus far, and wanted to explore how beverage/food products are marketed because of their unique brand personalities and also the marketing opportunities through social media, television, web and more.

2a.) Brand pyramid: Budweiser

Brand Core/Essence Long history and heritage, the "King of Beers" Brand Personality Bold, confident, All-American, patriotic, stability, fun commercials (e.g., Clydesdales, Super Bowl)

Emotional Benefits Share a beer with friends, feel that this brand has always been there for you Product Benefits A consistent product that has stood the test of time, crisp, smooth, easy-drinking beer

Product Attributes Affordable price, can be found in almost any store/bars

2b.) Brand pyramid: Corona

Brand Core/Essence Carefree enjoyment, a "beach state of mind"

Brand Personality Laid-back, relaxed, vacation, fun, music, sports

Emotional Benefits Shared experiences with friends, building memories, forget about worries/cares, celebrate fun times

Product Benefits Smooth, easy-drinking beer, popular image

Product Attributes Reasonable price, can be found in most stores/bars

3.) Brand comparison One main similarity of these two brands is that they are both part of the AB InBev brand portfolio. Another resemblance between the two is that they are both high-quality products that are easy-drinking beers. In addition, these two brands are similar in that they can be found in stores, restaurants and bars almost anywhere (Budweiser more so than Corona). They are both popular and also have reasonable price points.

While their product attributes are similar, they both have very different personalities and go after different target audiences and types of consumers. Budweiser has a long history and may appeal to more traditional and older consumers, where Corona may appeal to the young-at- heart who enjoy good times and a laid-back lifestyle. Each brand has a very unique personality and emotional benefits which can help the company achieve its goals in reaching their target audience and the type of experience they want the consumer to have through the product.

4.) Brand value/equity Both brands are ranked in Interbrand’s 2015 Top 100 Brands. Budweiser is currently number 31 ($13,943M and +7%), while Corona is number 93 ($4,456M and +2%). Budweiser has enjoyed growth of 5.9% global volume and consumption outside the U.S. represents over half of worldwide volumes. Corona is the top-selling import beer in the United States.

According to The World’s Most Valuable Brands by Forbes, Budweiser is ranked number 25, worth $23.4B. Corona is ranked number 95 and is worth $6.8B.

From a different perspective, looking at the top U.S beer brands on social media conversations, Budweiser ranks number two on Twitter and number four on Facebook. Corona is number one on Facebook and number four on Instagram. Engagement on social media may lead to customer retention, and possibly a lifetime customer, adding to the value of a brand. Budweiser is a higher-value brand than Corona when comparing their value on the Interbrand and Forbes rankings. Important considerations of brand value include financial analysis, market analysis and brand analysis.

5.) Sources consulted http://www.ab-inbev.com/brands/brand-portfolio/budweiser.html http://www.ab-inbev.com/brands/brand-portfolio/corona.html http://interbrand.com/best-brands/best-global-brands/2015/ranking/budweiser/ http://interbrand.com/best-brands/best-global-brands/2015/ranking/corona/ http://finance.yahoo.com/news/bud-light-budweiser-corona-extra- 123000191.html;_ylt=A0LEV0h1hHZXOaEASEBXNyoA;_ylu=X3oDMTEybTVxMmwwBGNvbG8 DYmYxBHBvcwM3BHZ0aWQDQjIzNjlfMQRzZWMDc3I- http://www.forbes.com/companies/budweiser/