Anheuser-Bush
Situation:
The American company Anheuser-Bush (AB) cannot market its beer using their trademark name Budweiser in every country around the world. This is due to the fact that there is an European brewing company that uses the same trademark.
After Adolphus Bush immigrated to the United States, he got married into the Anheuser brewing family. He used and subsequently registered the name Budweiser as a trademark. A few years after Adolphus Bush did this, a new brewery was established in Budejovicky Budvar and its beer was officially named and registered as Budweiser. This Budweiser is considered by beers experts to be a greater beer than the American Budweiser. (College Term Paper)
Now days, AB has a domestic market share of 45 percent and 94 percent of its total production is being consumed domestically. Forced by decreasing demand in the domestic market, major competition by small breweries, imported beers and the increasingly scrutiny of the regulatory agencies, AB started to look abroad. Looking towards the international markets for expansion in the new century. AB faced a trademark problem in some Europeans countries, where it couldn’t market its beer under the Budweiser name and it had to use the Bud brand name instead.
In Great Britain the court of Appeal ruled that American brewery AB and Czech brewery Budejovicky Budvar might both use the Bud name in England. (Real Beer, 2/7/00).
More recently the Swiss courts ruled in favor of Budvar’s Budweiser, where the Swiss court banned AB from selling beer under the names of Budweiser or Bud. AB has to come up with a new name, but they can retain their logo design in order to ensure that they were still recognized in Swiss territory.
After the end o...
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...may never agree or settle their differences. Competitors may try to convince the public that Budvar’s beer lowered its standards.
Bibliography:
Bibliography
bre World Web Site (www.breworld.com)
January 1, 1999
“Swiss favour Budvar and tell us bud to rename brand”
Bre World Web Site (www.breworld.com)
February 2, 1999
“Anheuser Bush pursue Budweiser Budvar Again”
The Real Beer Page (www.realbeer.com)
February 7, 2000
“English find two Buds better than one”
The Prague Post Online (www.praguepost.com)
Wednesday, February 9, 2000
“Bud vs. Bud
Czech ‘Budweiser’ and St. Louis ‘Budweiser’ face off over name”
Business Journal, Inc. (www.findarticles.com)
February 28, 2000
“Budvar thrives despite trademark spat. (Budejovicky Budvar)(Brief article)”
College Term Papers Web Site (www.college-term-papers.com)
“Anhauser-Bush Vs Budvar”
Quality of products can be quoted as one prime quality that can be observed in both the companies. Manufacturing products that are environmental friendly is another common and a beautiful aspect that is common among the two companies. Molson Coors, being an old company is driven mostly by its values whereas Anheuser Busch is moving forward with the motto of “dreaming big” [1]. Both the organizations treat the employees in a good manner making them feel like they are a part of the organization and providing them with the necessary amenities required. Passion and Integrity are a few ground values on which both the companies rely on. Values such as Creativity of Molson Coors sometimes result in a product that might not gain popularity among the customers which would result in the loss of time, thinking and money invested in getting the product out. On the other hand, Anheuser Busch is growing popularity day by day by setting up high goals and working hard to make its presence
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... might need exposure cost. Holland and Barrett is currently using corporate branding because it presents every product with same brand name and to have same level of quality products.
As larger beer corporations move toward this growing market, NBB will have to develop measures to maintain market share (Gorski, 2013).
After 1996, the U.S. beer industry had consistent growth with about 3,500 brands on the market in 2002 (Alcoholic Beverages, 2005). The U.S. exported beer to almost one hundred countries worldwide. The beer industry peaked production with 6.2 billion gallons in 2003 (Alcoholic Beverages, 2005). The U.S. beer industry haws over 300 breweries. However, this industry is dominated by three companies: Anheuser Bush (45% of the industry), Miller Brewing (23% of the industry), and Adolph Coors (10% of the industry) (Overview of the U.S. Beer Industry, 2005).
The beverage industry is highly competitive and presents many alternative products to satisfy a need from within. The principal areas of competition are in pricing, packaging, product innovation, the development of new products and flavours as well as promotional and marketing strategies. Companies can be grouped into two categories: global operations such as PepsiCo, Coca-Cola Company, Monster Beverage Corp. and Red Bull and regional operations such as Ro...
Several beer companies are heavily involved in sport sponsorship, actually owning or sponsoring Major League Baseball teams. For example, Anheuser-Busch owns the St. Louis Cardinals, Coors has an ownership position with the Colorado Rockies, and Canadian brewer Labatt owns the Toronto Blue Jays.