Sources of brand equity
The sources of brand equity come from TV commercials, sponsorship, events, promotion, logo, package and the slogan. Details of each are as follow:
The Main characters in the commercials are always male. This emphasizes the masculine nature of the beer and infers that the beer is for man. Another special point is that quite a number of them are about relationship encounters (e.g. in bars, supermarkets etc), this communicates the joy of life. Furthermore, some versions of the commercial focus on describing the Smart and success of male (e.g. The James Bond version). This no doubts want to associate the beer with success and winning Spirit
Heineken is the title sponsor of "50 Years Champions League Best Player Election" in HK, which organized by "CHAMPIONS" the official publication for the Champions League. As Soccer is regard as a sport for man, it associates the beer with man.
Heineken has held several events. Most of them obviously targeted man such as the Heineken Angels Summer promotion and Heineken Angels Party . These events are normally held in bars and what it does is to invite some girls to play game with the audience. The objective of these events is providing fun activities for people. The association is enjoy life.
The name of Heineken come from its founder’s name – Heineken. This can communicate its long history as the founder is a man born in 1841. The brand name can be easily transferred and adaptable as it is not specific to a particular categories.
For the Authenticity logo, it communicates and reinforces the brand’s brewing quality, heritage and authenticity. For the Star-Heineken logo, it has been specially developed to communicate and reinforce the modernity and vitality of the brand. These associate the beer with its Premium quality. Moreover, the ‘e’ in the logo looks friendly, which remind people to enjoy life. The logo has the corporate...
Please join StudyMode to read the full document