Knowledge Base Repository
In addition to research papers, the Design Society is developing several valuable resources for those interested in the study of design. These include a repository of PhD theses, a library of case studies and transcripts of design activities, and an archive of our newsletters. Please note that these resources are accessible exclusively to Design Society members.
A STUDY ON BUDWEISER'S BRAND RENEWAL FROM THE PERSPECTIVE OF DESIGN ASSETS
Yu, Xiaotong
Type:
Year:
2024
Editor:
Yong Se Kim; Yutaka Nomaguchi; Chun-Hsien Chen; Xiangyang Xin; Linna Hu; Meng Wang
Author:
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:
