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Heineken N.V.

-Global
Branding and Advertising
Problems
• Clarify Heineken’s Brand Identity
– Brand image- user perceptions
– Brand Elements- Identifiers and Differentiators

• What would be the implications of Heineken’s brand identity for


television advertising?

• Heineken’s brand image not consistently communicated around the


world

• Project Comet and Project Mosa- Were conclusions of the two


studies consistent?

• Should Heineken’s Brand image and advertising be standardized


worldwide?
Project Comet
• Aim- Enhance Heineken’s competitive advantage by projecting the
brand as “the world’s leading premium beer”

• Project Comet based on the theory that Heineken’s desired brand


image was “good taste”

• “Good taste” image built on following 5 brand values


– Taste
– Premium-ness
– Friendship
– Tradition
– Winning spirit

• Commercials emphasized more on “visual appeal” like voice-tone


and lighting than themes
Project Mosa
• Focus groups formed to research on

– Opinion of male beer drinkers on relation between “Taste” and “Friendship” with premium-beer
drinking
– Which expressions of taste and friendship should be used for advertising?

• Expressions of taste, which appealed to the head


– Brand Vision
– Quality
– Brewing skills
– Tradition
– Availability

• Expressions of friendship, which appealed to the heart


– Trust
– Sports
– True friends
– You can count of Heineken as a friend
– Respect
Consistency
• Brand elements identified were similar
– Taste
– Friendship

• “Comet” focussed only on “visual” appeal

• “Mosa” was more objective and detailed in


its findings. Hence, more helpful in framing
advertising strategies.
What we think…
• Global brand – relevant meaning and experience to multiple societies

• Customer brand perceptions may differ across the world. So, to maintain
homogeneity, identifying the “right” brand elements very important.

• Clearly determine market segment

– Standalone Premium segment or


– Both regular/premium segment

• Different countries, different stages of product life cycle. Frame separate


communication strategies.
What we think…
• Differences in global markets in terms of
– Per-capita consumption of beer
– Consumer preferences
– Behaviours
– Mix of competitors in different markets
– Product life cycle stage in different markets

• Should they standardize brand image and advertising worldwide?


– Yes and No
– Standardize brand image- segment, quality, distinct taste
– But… advertise based on local pulse

• Focus on identifying the right brand elements. Further marketing based on


these elements.
CUSTOMER-BASED BRAND EQUITY PYRAMID

4.4. RELATIONSHIPS
RELATIONSHIPS ==
RESONANCE What
Whatabout
aboutyou
you&&me?
me?

3.3. RESPONSE
RESPONSE ==
JUDGMENTS FEELINGS
What
Whatabout
aboutyou?
you?

2.2. MEANING
MEANING ==
PERFORMANCE IMAGERY What
Whatare
areyou?
you?

1.1. IDENTITY
IDENTITY ==
SALIENCE
Who
Whoare
areyou?
you?