Budweiser Brand Equity Contribution Strategy Research

There has been a popular concept i.e. Brand Equity in marketing fieldin western countries since 1980s, which has helped the brand theory reach anew pinnacle. The concept of "Brand Equity" is an important academicachievement in western marketing theory, for it has brought brand building toa new stage. The Brand Equity concept is so significant that the writer mustintroduce it. So the writer presents relevant brand equity theories in the firstpart of the paper, and then focuses on explaining the two most importantbrand equity models i.e. David A Aaker's Brand Equity Model and KevinLane Keller's "Customer-based Brand Equity Model"(CBBE Model). Andthen, the writer analyzes and compares the two models, and finds CBBEModel is more practical in building brand equity.However, Brand Equity is not only an academic innovation but also haspractical meanings in making marketing strategies to international companiesin western countries. As it is known, competition in beer industry isabsolutely furious all over the world, but Budweiser has been the marketleader brand since 1960s. Budweiser has also won tremendous brand equityfor itself. So this paper tries to analyze the successful brand equity buildingstrategies of Budweiser employing CBBE Model. The paper studies brandelements, brand awareness, and brand image of Budweiser, and uses 4Psmarketing theory to integrate Budweiser's Brand Equity Building Strategies.In the last but one part of the paper, the writer highlights four pointsthat China's beer enterprises could learn from Budweiser to help them buildtheir own brand equity and win a larger market share in the fiercecompetition.