Branding Heineken Essay Example

because all beers are considered to taste pretty much the same.

They’re considered a premium beer brand so this allows them to charge a premium price because people pay more for quality and feel safer in the knowledge that they are getting a better quality product if they are paying a higher price. Consistency: A consistent brand keeps to its core brand proposition and what the brand stands for. If a brand stands for its core values then consumers build a trust with that brand. Heinekens core brand values are tradition, winning spirit and friendship and taste.

They are certainly a consistent brand; they have maintained tradition by remaining unchanged since 1873 and they pride themselves in it. This way consumers know that they will always get the same taste and texture from every Heineken and consumers like reliable brands. They show a winning spirit by advertising themselves as a premium brand beer and being superior to other beers. They reach out to customers and interact with them to create friendships through methods like letting customers design their own bottles so they feel like they are a part of the brand.

Of course Heineken always focus strongly on the taste. They base their whole image around their unique, refreshing taste. Consumers are loyal to the taste. They want every pint, bottle and can to taste the same and this is no problem for Heineken since they haven’t changed their recipe since 1873. So, consumers are satisfied because they get the same traditional Heineken taste they expect when they buy the brand. Proper-positioning: For a brand to be strong and successful the brand

must get into a position in the market where the target audience prefer the brand to its competitors.

The beer market is a very competitive market with many different beer brands. The Heineken brand is in a very good position in the beer market. It is the world’s most popular beer brand after Budweiser. Many consumers are very loyal to the Heineken brand and the brand is now in such a good position that if consumers have to choose an alternative to their preferred brand Heineken is usually the second choice. This is because the Heineken logo is so popular and consumers choose brands that they recognize.

Sustainable: A sustainable brand is defined as “an advantage that is not easily copied by competitors. ” (Doyle 1990) Though Heineken are certainly a sustainable brand I’m not sure if they have an advantage that isn’t easily copied by others. They claim to be a premium beer brand but so do many other brands. The only thing they have that no other competitor does is their unique taste. However, I feel it is more the brand image than the unique taste that keeps Heineken a sustainable brand.

It is one of the most recognized logos in the world and people will buy the brand purely because they recognize the name and logo and that is another unique advantage the Heineken brand has over competitors. Credibility: A brand should do what it promises. Brands shouldn’t exaggerate they’re promises to consumers because if they can’t deliver consumers won’t trust the brand and so, wont purchase the product. Heineken are a perfect example of a credible brand. They

provide exactly what they promise. Heineken promise a refreshing, premium beer that will taste the same every time.

It is because of the brands credibility that consumers remain loyal. Heineken promise them the premium beer that the customer wants. If Heineken tried to push these promises further and couldn’t keep them they would quickly get a worse brand image and lose customers. Uniqueness: A brand has to separate itself from its competitors in the market. If they don’t differentiate themselves no consumers will feel the want to buy the product. Heineken differentiate themselves from their competitors by priding themselves in their tradition and have “a more refreshing” beer.

This draws consumers to buy the product and gives them an impression of the Heineken brand. Appealing: Consumers should be attracted to a brand by the promises made by the brand and the value taken from the consumer. Heineken promise a refreshing, quality beer of their own recipe and promise that same quality in everything with the Heineken logo. Heineken has succeeded in delivering this quality to their consumers and this is what has built their brand image. They have a huge amount of loyal customers because the brand is so appealing.