Bud Light: The power of branding

This week marks the first annual Saratoga Beer Week here in Saratoga Springs, New York. In honor of this event, I’ve decided to write about the power of branding through America’s favorite beer, Bud Light.What is a brand? To me, a brand is more than just a visual image. It’s a symbol that elicits an emotional response from a consumer about a particular company or product. This emotional response is incredibly important because people don’t buy products logically; they purchase products with their emotions. Hence, Daryl Travis is quoted as saying, “a brand isn’t a brand to you until it develops an emotional connection with you.”

Often confused with a logo, a brand is actually the cornerstone of all advertising, marketing and promotional activities. It is not just catchy slogan or commercial message. It’s the feeling consumers get when they think of a company or product. The best brands are easily remembered and have a positive association with the consumer.

This is extremely true for beer. One would think people buy beer for its satisfying taste, but that’s not true. Bud Light has been America’s top selling beer for 11 years for a reason. Not only do they spend a significant amount on advertising, but also their brand suggests that they are a party-going light beer for young adults. In addition, they’re frat-guy humor particularly resonates with the 21-24-year old age demographic. Even their new tagline “Here We Go” is intended to convey that Bud Light “is a catalyst for good times,” according to Anheuser-Busch’s vice president of marketing.

As an official sponsor of the NFL and the Super Bowl, Bud Light receives more national recognition than any other brand of beer. However, the fact that people remember the brand and have positive associations with Bud Light makes them a top choice for many beer drinkers. Additionally, Bud Light is constantly seeking new ways to improve their brand. They recently launched their newest line of beer called Bud Light Platinum, which they consider a high-end light beer for young professionals—keeping competitors on their toes.

In short, the power of branding is this: it doesn’t matter how good your product or service is, it’s what your consumers think about you that really matters. Bud Light is a powerful brand because it’s fun and easy going, and many people get that feeling. Therefore, you can spend a lot of time and money communicating your brand, but what it comes down to is delivering your brand the right way. Essentially, you want to ensure that the experience your customers are getting is consistent with that of your brand.