Heineken N.V.: Strategic global brand management as a source of competitive advantage
Date
2012
Authors
Ganton, Kyla
Journal Title
Journal ISSN
Volume Title
Publisher
Bachelor of Commerce Best Business Research Papers
Abstract
Within the international beer market today, Heineken International (or in Dutch: N.V.) is one of the true leaders, dominating the industry through strategic global branding. The implications of creating a global brand transcend to more than just products, and can be seen in the purchasing behaviour of consumers. In a market where there are many close substitutes and numerous associated risks, Heineken has built a strong platform with which it uses Corporate Social Responsibility (CSR) as a mitigation tool and as brand insurance. Similar to other strong global brands, the Dutch brewing company utilizes a multi-brand portfolio with over 250 beer and cider brands. This has been the result of over a century of firm expansion and acquisition strategies. With a large investment in festival sponsorship, charitable events, and sporting competitions, the Heineken brand name has developed many and memorable secondary brand associations. Through the company’s global presence in almost every continent, the brand has achieved first mover advantages and therefore competitive advantages. Creating and maintaining a global brand is no easy feat, comprising of many managerial implications such as costs of a global vs. local orientation. However, Heineken N.V. has successfully established its global brand to cover uncountable markets, using CSR as a risk mitigation tool, making it a master of the international beer industry.
Description
Keywords
Citation
Ganton, K. (2012). Heineken N.V.: Strategic global brand management as a source of competitive advantage. Bachelor of Commerce Best Business Research Papers, 5, 26–36.