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HeinekenGroup members: Hung Piu Leung 1220678
Cap Duy Anh 1228255
Jemina Begum Rugi 1212398
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Introduction
Found in 1873
Huge present in the UK market
Slogan: It could only be Heineken.
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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.
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Market Share
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Imagery
Young male (18~34 age)
Highly sociable
Self-confidence
Trendy
Party goers
Special moment/events
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Performance
Universal premium larger beer
Long story and heritage: universal beer
Universal taste
Design and packaging: iconic brand name
Sustainable brewer
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Brand Judgement• Recognisable brand image
• A choice of consider
in purchasing process
• Premium Quality
Trusted brand
• Controversial:
Skyfall movie
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Brand Feeling
Having fun
Excitement
Relaxation
Fashionable & Trendy
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Resonance
Social media community
Facebook: 19 million likes
Twitter: 106k followers
Loyalty customer
Enjoy repeated purchase
Strong positive perception
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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
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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].