A STUDY ON BUDWEISER'S BRAND RENEWAL FROM THE PERSPECTIVE OF DESIGN ASSETS
DS 136: Proceedings of the Asia Design and Innovation Conference (ADIC) 2024
Year: 2024
Editor: Yong Se Kim; Yutaka Nomaguchi; Chun-Hsien Chen; Xiangyang Xin; Linna Hu; Meng Wang
Author: Yu, Xiaotong
Series: Other endorsed
Institution: Central Academy of Fine Arts
Page(s): 259-267
Abstract
The opportunity and challenge faced by classic brands lie in seeking new pathways and possibilities for building brand equity without compromising the continuity of existing brand assets. This paper uses "design assets," which shape and carry customer brand knowledge, as the analytical thread. It analyzes how Budweiser inherited, renewed, expanded, and applied its design assets during its brand renewal in the new consumer era, aiming to provide references for related practices.
Keywords: new consumption era, classic brands, brand renewal, design assets, design management