Final answer:
Budweiser's use of Clydesdale horses in its ads is an example of Local Consumer Culture Positioning (LCCP), a strategy that markets a product as an integral part of local culture, in this case, American tradition and patriotism.
Step-by-step explanation:
The Budweiser ads featuring the iconic Clydesdale horses in small-town America are utilizing a specific consumer culture positioning strategy. This strategy can be identified as Local Consumer Culture Positioning (LCCP). LCCP is a strategy where a product is marketed as being an intrinsic part of a local culture.
Budweiser is positioning its brand as a staple within American culture, particularly in small-town settings, which evokes feelings of tradition and patriotism.
Similar to how Corona uses landscape to position their product, associating it with a luxurious relaxation and a tropical beach experience, Budweiser's use of Clydesdale horses symbolizes a connection to American heritage and appeals to a sense of national identity.
Unlike Global Consumer Culture Positioning (GCCP) where a brand seeks to appeal to a global audience by emphasizing universally shared experiences, or Foreign Consumer Culture Positioning (FCCP) which associates a product with the culture of another country, LCCP is grounded in the brand's relationship to its domestic audience.
It does not aim to conform to a global standard but rather embraces and strengthens the brand's local identity.