Branding Heineken
“We have created these new connection points, and now we are looking for new possibilities, together with Cisco IBSG, to put new technology in place for the next steps.”
This shows Heineken are taking positive steps towards the future and want to maintain their strong brand image. They know the importance of consumer satisfaction and know they need to make the customer feel like they are a part of a community.
“The value of a product is not what the producer puts in, but what the consumer gets out.” (Doyle 1990)
Being aware of their consumer wants will help keep Heineken the successful, sustainable brand they have established for themselves but they must keep up with changing consumer tastes and will have to constantly be modernizing the brand to stay “trendy”. In 2011 Heineken launched their brand in Mexico and India. They also brought out a new glass bottle last year to help keep the brand modern. The question now is what moves are Heineken going to make in the next year to keep the Heineken brand prosperous?
Product attributes:
Relevancy:
A strong brand must meet consumer expectations and provide satisfaction. Consumers must be persuaded to buy the product and if there is no unique selling point, consumers will have no urge to buy the product. Heineken is a premium beer and its quality taste always satisfies their customers. Heineken promoted in Britain advertising that their unique selling point was “Heineken refreshes the parts other beers cannot reach.” this was a smart move seeing as it is hard for a brand like Heineken to find a unique selling point because all beers are considered to taste pretty much the same. They’re considered a premium beer brand so this allows them to charge a premium price because people pay more for quality and feel safer in the knowledge that they are getting a better quality product if they are paying a higher price.
Consistency:
A consistent brand keeps to its core brand proposition and what the brand stands for. If a brand
This shows Heineken are taking positive steps towards the future and want to maintain their strong brand image. They know the importance of consumer satisfaction and know they need to make the customer feel like they are a part of a community.
“The value of a product is not what the producer puts in, but what the consumer gets out.” (Doyle 1990)
Being aware of their consumer wants will help keep Heineken the successful, sustainable brand they have established for themselves but they must keep up with changing consumer tastes and will have to constantly be modernizing the brand to stay “trendy”. In 2011 Heineken launched their brand in Mexico and India. They also brought out a new glass bottle last year to help keep the brand modern. The question now is what moves are Heineken going to make in the next year to keep the Heineken brand prosperous?
Product attributes:
Relevancy:
A strong brand must meet consumer expectations and provide satisfaction. Consumers must be persuaded to buy the product and if there is no unique selling point, consumers will have no urge to buy the product. Heineken is a premium beer and its quality taste always satisfies their customers. Heineken promoted in Britain advertising that their unique selling point was “Heineken refreshes the parts other beers cannot reach.” this was a smart move seeing as it is hard for a brand like Heineken to find a unique selling point because all beers are considered to taste pretty much the same. They’re considered a premium beer brand so this allows them to charge a premium price because people pay more for quality and feel safer in the knowledge that they are getting a better quality product if they are paying a higher price.
Consistency:
A consistent brand keeps to its core brand proposition and what the brand stands for. If a brand