Heineken N.V

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1、FortheexclusiveuseofJ.WANGHarvardBusinessSchool9-596-015Rev.January5,1998HeinekenN.V.:GlobalBrandingandAdvertisingInJanuary1994,seniormanagersatHeinekenheadquartersinAmsterdamwerereviewingtworesearchprojectscommissionedtoclarifyHeineken'sbrandidentityandtheimplicationsfortelevisio

2、nadvertising.ProjectCometdefinedfivecomponentsofHeineken’sglobalbrandidentityandexploredhowtheyshouldbeexpressedinHeinekenbrandcommunications.ProjectMosa,whichinvolvedadifferentteamofexecutives,identifiedtheexpressionsoftasteandfriendshipthathadthemostappealandexploredhowtheyshoul

3、dbeexpressedinHeinekentelevisionadvertisingworldwide.Heineken'sseniormanagerswereinterestedinassessingwhetherornottheconclusionsofthetwostudiesweremutuallyconsistent.TheyalsowishedtodeterminehowfartheyshouldorcouldstandardizeHeineken'sbrandimageandadvertisingworldwide.CompanyBackg

4、roundTheHeinekenbrewerywasfoundedinAmsterdamin1863byGerardAdriaanHeineken.Hewasquotedassaying:"Iwillleavenostoneunturnedinattemptingtocontinuouslysupplybeerofthehighestquality."Thestrainofyeastwhichcontinuedthroughthe1990stogiveHeinekenbeeritsspecialtastewasdevelopedin1886.Heineke

5、nbeerwonagoldmedalatthe1889ParisWorld'sFairand,by1893,wasoneofthelargestsellingbeersintheNetherlands.Onehundredyearslater,in1993,HeinekenN.V.recordednetsalesof9,049millionguildersandatradingprofitof798millionguilders.Beeraccountedfor82%ofsales,theremainderbeingderivedfromsoftdrink

6、s,spiritsandwine.Thegeographicalbreakdownsofsales(inlitres)forHeinekinandtheworldwidebeerindustrywereasfollows:Heineken%ChangeTotal19931993Sales%vs.1992BeerSales%Netherlands24}(1.6)}38RestofEurope47America135.338Asia/Australasia823.719Africa6(1.5)5JohnA.Quelchpreparedthiscaseasthe

7、basisforclassdiscussionratherthantoillustrateeithereffectiveorineffectivehandlingofanadministrativesituation.Copyright©1995bythePresidentandFellowsofHarvardCollege.Toordercopiesorrequestpermissiontoreproducematerials,call1-800-545-7685orwriteHarvardBusinessSchoolPublishing,Boston,

8、MA02163.Nopartofthispublicationma