Heineken: International Marketing presentation brand equity

HeinekenGroup members: Hung Piu Leung 1220678

Cap Duy Anh 1228255

Jemina Begum Rugi 1212398

Introduction

Found in 1873

Huge present in the UK market

Slogan: It could only be Heineken.

Brand Salience

The brand has been around long times

Brand value $4.221 bn

The 3rd largest beer brewer

The brand represent the quality, modernism

Smile icon in letter E

Huge marketing campaigns

Sponsorship: UEFA Champions League.

Market Share

Imagery

Young male (18~34 age)

Highly sociable

Self-confidence

Trendy

Party goers

Special moment/events

Performance

Universal premium larger beer

Long story and heritage: universal beer

Universal taste

Design and packaging: iconic brand name

Sustainable brewer

Brand Judgement• Recognisable brand image

• A choice of consider

in purchasing process

• Premium Quality

Trusted brand

• Controversial:

Skyfall movie

Brand Feeling

Having fun

Excitement

Relaxation

Fashionable & Trendy

Resonance

Social media community

Facebook: 19 million likes

Twitter: 106k followers

Loyalty customer

Enjoy repeated purchase

Strong positive perception

Conclusion

The brand reflect that people should enjoy life

Heineken wants to represent fun and enjoyment

The taste of the product is important to Heineken

It has created a strong image so it can competitive and

have universal appeal

Social media

Reference

Farhana, M., 2012. Brand Elements Lead to Brand Equity: Differentiate or Die. [Online] Available at: http://www.ifrnd.org/Research%20Papers/I4(4)9.pdf[Accessed 7 November 2014].

Got Beer Team, 2012. Brand resonance: Keller's model. [Online] Available at: http://forget-milk-got-beer.blogspot.co.uk/[Accessed 7 November 2014].

heinekensbm, n.d. CBBEP. [Online] Available at: http://heinekensbm.tumblr.com/cbbep[Accessed 7 November 2014].

Keller, K. L. (2003). Strategic brand management: Building, measuring, and managing brand equity (2nd ed.).

Upper Saddle River, NJ: Prentice Hall

Meyer, J., 2013. Copy of International Marketing. [Online] Available at: https://prezi.com/chw26ds2i4d2/copy-of-international-marketing/[Accessed 7 November 2014].

Ronney, B., 2014. Beer 101: Big changes are brewing. [Online] Available at: http://money.cnn.com/2014/10/09/news/companies/beer-101/[Accessed 7 November 2014].

Kobsch, L., 2012. Brand resonance: Keller's model. [Online] Available at: http://forget-milk-got-beer.blogspot.co.uk/2012/12/brand-resonance-kellers-model.html[Accessed 6 November 2014].