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Heineken Case

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Heineken N.V.: Global Branding and Advertising (Harvard Case)

a. What are the Heineken's strengths and weaknesses? Is Heineken a global brand? The company presents a global approach but a local thinking manifesting itself through a different brand perception depending on the market.

The strengths include: - World’s premium brand of beer characterized by being globally acknowledged - Well-arranged and effective acquisition strategy - Usage of attractive packaging and the feature of having a light flavor - Characterized by a rich tradition and history

The weakness include: - Differences between brand image and positioning in various parts of the world - Lack of worldwide advertising campaigns - No strong customer loyalty and customer base tending to switch brands - Decrease in the volume of the sales

b. How should Heineken brand be developed through marketing communications?

Heineken should base on the results of the research projects and associate with the expression of head and heart – quality and historical origin complemented by huge dose of open-hearted friendship and reliability.

According to the project Comet results, it would be necessary to re-build global credibility of Heineken brand image focused on its “good taste”, characterized by: excellent flavor, historically high quality of lager and premiumness perception (which was considered as price of entry).

Heinken should reinforce and refresh its brand with couple of key values originated from brand’s roots: Taste, Premiumness Tradition, Winning Spirit and Friendship. Depending on the market, communication materials shall put a dedicated focus on the relevant values. For example “Taste” in Italy shall be demonstrated by its experience, balance and aftertaste as well as quality of ad and premium...

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