Brand	Personality	Position	Promise
Budweiser	Confident, hip	King of Beers	"Be part of the crowd that 'gets' it"
Miller Lite	Cool, hip, young	The Beer of Friends	"Our drinkers experience life"
Coors Light	Cool, hip (sophomoric)	Cold, from the Rockies	"Makes you cooler (we're not snobs)"
Coors	Real, confident, legendary	The Original	"Drink Coors and be an original"

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Source: Stealing Share, “Growing Market Share by Brand Development in the Beer Industry” http://www.stealingshare.com/library/ataglance/beer_study.html