Global Branding And Advertising
...brewing company must be one step ahead in order to overcome all the competition and
reach their goal of becoming the best in the beer market. In this type of competitive market a
company needs to create a brand identity along with identifying what type of message it wants to
send to everyone in its target market. When coming up with a strategy Heineken needed to
identify not only its strengths, but needed to identify its weaknesses, which is not an easy task for
a company to do. In addition, it had to identify any new opportunities in the market and the
threats from innovative competitors. In order to do all of this Heineken tried a few different
projects in the early 1990's that provided them insight into the consumer market, as well as told
them a lot about themselves and how successful they could be. The target end result was for
Heineken to overcome its competitors, like Budweiser and Samuel Adams, and be the #1
preferred beer in the international market, while still being profitable and maintaining their
identity and message.
Brand identity is how the company wants the consumer to perceive their product or
brand. Heineken wanted to create a certain identity and then standardize it worldwide. By
standardizing the identity they would make their job easier when it came to advertising. It's not
as easy as it sounds though because although you can create a brand identity you have to adapt
how you present it to different cultures. You always have to be cultural sensitive despite what
you want your identity to be. Heineken's identity might not perceived the right way in certain
cultures which is why they need to be constantly adapting their message, while trying to maintain
their identity.
For instance, annual per capita beer consumption in...
View Full Essay
