Heineken Brand Value
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
-1-
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
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
-1-
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