Heineken Brand Value

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The Value of Brands

White Paper

White Paper: The Value of Brands:
Evaluating Heineken’s Global Branding Strategy

Tim Glowa

July 31, 2002

Tim Glowa is President of North Country Research Inc., (www.ncResearch.com) a Calgary based strategic marketing science company. He can be reached via email at Tim@Glowa.ca © 2002 Tim Glowa

July 31, 2002

© 2002 Tim Glowa

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The Value of Brands

White Paper

Table of Contents Abstract ............................................................................................................................... 3 Disclaimer ........................................................................................................................... 3 Introduction......................................................................................................................... 4 What Branding is not .......................................................................................................... 4 Importance of Branding ...................................................................................................... 5 Branding and Advertising ................................................................................................... 6 Brand strategy ..................................................................................................................... 7 Branding commodities ........................................................................................................ 8 Brand extensions or brand stretching.................................................................................. 8 Global Branding.................................................................................................................. 8 Backlash against Brands ................................................................................................... 11 Brand Equity ..................................................................................................................... 11 Creating strong brands ...................................................................................................... 13 Heineken ........................................................................................................................... 15 Defining the components of the global brand............................................................... 16 International Focus Groups........................................................................................... 17 Beer market evolution and marketing objectives.......................................................... 18 Discussion ..................................................................................................................... 19 Post Evaluation ............................................................................................................. 20 Discussion ................................................................................................................. 22 Conclusion ........................................................................................................................ 22 Appendix 1 – Transcript from Pulp Fiction...................................................................... 23 Works Cited ...................................................................................................................... 25

July 31, 2002

© 2002 Tim Glowa

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The Value of Brands

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Abstract
This paper examined the role of branding and the importance of developing a brand image for a product. Brands are important to consumers because they act as a guarantee of quality, a signal of consistency and assist consumers by making it easier to purchase products. Similarly, brands are important to producers because they differentiate the product in the eyes of the consumer, and also allow the holders of a premium brand to charge more for their services. One of the driving forces behind branding...
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