Monday, January 09, 2006

Bud Select

In a recent entry, Laura Ries ridicules Budweiser for brand extension, particularly its "Bud Select" brand:
"The other Budweiser extensions (Light, Dry, Ice) suggest flavor variations. Bud Select suggests that all the other flavors of Budweiser, the 'unselected' ones don’t measure up."
Any brand extension is already questionable, but when a new extension implicitly undermines existing brands, it's hard to see any justification for it.

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