Heineken N.V.
Heineken N. V.: Global Branding and Advertising
Company Introduction and Summary
Heineken N.V is the world’s most leading brewing company that consists of over different 80 brands such as Heineken, Amstel, Buckler and Murphy’s Stout through international premium, regional, local and specialty beers and operates in more than 170 countries. Since arising from Netherland, Heineken has started to grow internationally by not only granting licenses with original formula, but also reaching out to influence its foreign existing partners to ensure tight control over production and marketing. Although it has a towering global presence, Heineken has long been perceived differently from one market to another and more importantly, there is a clear inconsistency between its global brand image and local marketing campaign. With all the results and discoveries found about the common perceived values of Heineken brand across all specific markets through Project Comet and Project Mosa, the company pursues to build a standardized global brand image by all means. Heineken aims to build central marketing strategies that integrate a global brand advertising campaign and diverse local marketing adaption, and also identifies and thus provides branding analysis, marketing mix for the local markets to deliver the consistent messages of brand, in an effort to promote successfully a global brand and to support local marketing through effective communication methods.
Heineken’s SWOT Analysis
Heineken N.V. has all essential strengths to be a global brand. Each beer has a long tradition, superior quality and reputable taste presented in attractive packaging and makes itself popularly known to Europe and worldwide through heavy TV advertisement as a premium bear. Its company has not only dominated Netherland and been viewed as a mainstream brand but also made a lot of successful acquisitions that strengthen its core beer business. Furthermore, Heineken N.V. has many opportunities to
Company Introduction and Summary
Heineken N.V is the world’s most leading brewing company that consists of over different 80 brands such as Heineken, Amstel, Buckler and Murphy’s Stout through international premium, regional, local and specialty beers and operates in more than 170 countries. Since arising from Netherland, Heineken has started to grow internationally by not only granting licenses with original formula, but also reaching out to influence its foreign existing partners to ensure tight control over production and marketing. Although it has a towering global presence, Heineken has long been perceived differently from one market to another and more importantly, there is a clear inconsistency between its global brand image and local marketing campaign. With all the results and discoveries found about the common perceived values of Heineken brand across all specific markets through Project Comet and Project Mosa, the company pursues to build a standardized global brand image by all means. Heineken aims to build central marketing strategies that integrate a global brand advertising campaign and diverse local marketing adaption, and also identifies and thus provides branding analysis, marketing mix for the local markets to deliver the consistent messages of brand, in an effort to promote successfully a global brand and to support local marketing through effective communication methods.
Heineken’s SWOT Analysis
Heineken N.V. has all essential strengths to be a global brand. Each beer has a long tradition, superior quality and reputable taste presented in attractive packaging and makes itself popularly known to Europe and worldwide through heavy TV advertisement as a premium bear. Its company has not only dominated Netherland and been viewed as a mainstream brand but also made a lot of successful acquisitions that strengthen its core beer business. Furthermore, Heineken N.V. has many opportunities to