Branding Heineken Essay Example
Branding Heineken Essay Example

Branding Heineken Essay Example

Available Only on StudyHippo
  • Pages: 4 (1018 words)
  • Published: January 25, 2017
  • Type: Essay
View Entire Sample
Text preview

“We have created these new connection points, and now we are looking for new possibilities, together with Cisco IBSG, to put new technology in place for the next steps. ” This shows Heineken are taking positive steps towards the future and want to maintain their strong brand image. They know the importance of consumer satisfaction and know they need to make the customer feel like they are a part of a community. “The value of a product is not what the producer puts in, but what the consumer gets out. (Doyle 1990)

Being aware of their consumer wants will help keep Heineken the successful, sustainable brand they have established for themselves but they must keep up with changing consumer tastes and will have to constantly be modernizing the brand to stay “trendy”. I

...

n 2011 Heineken launched their brand in Mexico and India. They also brought out a new glass bottle last year to help keep the brand modern. The question now is what moves are Heineken going to make in the next year to keep the Heineken brand prosperous? Product attributes: Relevancy:

A strong brand must meet consumer expectations and provide satisfaction. Consumers must be persuaded to buy the product and if there is no unique selling point, consumers will have no urge to buy the product. Heineken is a premium beer and its quality taste always satisfies their customers. Heineken promoted in Britain advertising that their unique selling point was “Heineken refreshes the parts other beers cannot reach. ” this was a smart move seeing as it is hard for a brand like Heineken to find a unique selling poin

View entire sample
Join StudyHippo to see entire essay

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.

Get an explanation on any task
Get unstuck with the help of our AI assistant in seconds
New