Final Project Milestone One: Your Client's Brand Defined
Communications Department, Southern New Hampshire University
COM 658 - Integrated PR Campaigns
2 2-2 Final Project Milestone One: Your Client's Brand Defined
Budweiser:
A Brand Defined Since its founding as a small brewery in 1876, Budweiser has grown to
become a worldwide symbol in the beer industry. The brand's identity is a perfect example of
tradition, patriotism, and continuity; it is intricately woven with the story of American
culture. The Brand Hopper (2023) provides a historical overview of Budweiser's
development, highlighting its rise from a modest Missourian brewery to a globally known
brand. For many years, Budweiser has promoted an American feeling of pride and identity by
emphasizing Americana in its marketing campaigns. Budweiser's position in the popular
consciousness has been cemented by its recognizable red label and unified messaging
throughout several commercial campaigns. Client Need: Interpretation By launching a hard
apple cider, the client, Budweiser—known for being an iconic American beer brand—aims to
respond to changing consumer tastes and market trends. This calculated action is the result of
a realization of changing consumer habits, especially among boomers and millennials, who
