Heineken Case

HEINEKEN N.V: Global Branding and adverting

Clarify and standardize Heineken brand image worldwide

Executive summary

Heineken N.V is a global brand symbol of premiumness, taste, and tradition worldwide. It started soon granting license across the world.

As its creator, Gerad Adriaan Heineken said: “ I will leave no stone unturned in attempting to continuously supply beer of the highest quality”. And he succeeded, across all markets, the Heineken N.V brand was acknowledged “as a lighter beer of superior quality”

Despite this worldwide recognition, Heineken could become a “global premium brand” with a strategic brand management.

Heineken was sorely lacking of a standardized brand image worldwide; it has been perceived differently from market to market.

However, through project comet and Mosa, Heineken find common perceived values of its brand across all markets. So it should build a global branding strategy.

As there remained substantial differences in the evolutionary cycles on markets development and in consumers’ consumption, preferences and behaviour, Heineken must also build a local approach.

It need to think” Glocal”, and to meet customer perceived value at least in each country. It must convey a brand identity through every available of marketing mix variable; in everything the company does in order to build brand equity. To do so Heineken should build a flexible strategy to handle the image brand management for local marketers. It should have both centralization and decentralization marketing organizational structure to promote successfully the global brand and support local marketing managers in setting and implementing the strategies tailored to each local market.

Introduction

Heineken N.V is a well know, renowned brewery with all the essential strengths to be a global brand.

It was founded in Amsterdam in 1863, and a hundred years later it was present outside the Netherlands, in Europe, America, Asia, Australasia and Africa....