CASE SYNOPSIS: The case describes one the major roles of a global brand manager/strategist - to define a global brand strategy. In this case the protagonist needs to define Budweiser's value proposition and guide its development and execution around the world. The problem was that Budweiser had two distinct brand realities that differed across geographies: its blue-collar, moderately priced position steeped in Americana from North America, and its more upscale exclusive, premium image enjoyed in most of the rest of the world. This issue was further exasperated because of the upcoming FIFA World Cup in Russia. Budweiser was a major sponsor and brand communications would need to be developed to support the event, which would be broadcast in 85 countries. GROUP A: Your group will take on the role of the Brand Director for Budweiser North America. You and your brand managers must state a case for adopting the current North American brand reality as the global proposition moving forward. GROUP B: Your group will take on the role of the Brand Director for Budweiser International. You and your brand managers must state a case for adopting the current international brand reality as the global proposition moving forward