Heineken NV: Global Branding and Advertising

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Case

Reference no. 9-596-015

Subject category: Marketing

Authors: John A Quelch (Harvard Business School)

Published by: Harvard Business Publishing

Originally published in: 1995

Version: 5 January 1998

Length: 13 pages

Data source: Field research

Topics: Advertising; Market segmentation; International marketing; Brands; Consumer behavior

Share a link: https://casecent.re/p/42984

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Abstract

Heineken managers are evaluating the results of the research projects designed to identify the values of the Heineken brand and to translate these into effective advertising messages.

Location:

Netherlands

Industries:

Beef; Beverages

Other setting(s):

1994

About

Abstract

Heineken managers are evaluating the results of the research projects designed to identify the values of the Heineken brand and to translate these into effective advertising messages.