Marketing brand review in France: Heineken

Thèmes abordés

Marketing brand review, France, Heineken, Beer market, Carlsberg, Kronenbourg, brewers, alcoholic drink

Résumé du document

The red star on the logo, used since the foundation of the company, is the emblem of the brand. Its exact origins are still a mystery, but some explanations have been put forward. According to some people, it was the symbol of medieval European Brewers which whom attributed mystical powers capable of protecting their brewing.
According to others, four of the star's points symbolize the elements of Earth, fire, water and wind, and the fifth element is unknown, although they think it's an element on which the medieval Brewers had no control.

Extraits

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[...] Brand Content La saga Open Your World d'Heineken. Récupéré sur La Factory NPA: http://www.lafactory-npa.fr/strategie-digitale-contenus/2013/09/12/brand-content-la-saga-open-your-worlddheineken/ 7 Le Monde. (s.d.). Les Français consomment moins d'alcool. Récupéré sur Le Monde: http://www.lemonde.fr/sante/article/2014/04/10/les-francais-consomment-moins-dalcool_4398636_1651302.html Lichota, J. (2012). Beer statistics 2012 edition. Brussels: The Brewers of Europe. Sabrina Rocco, d. c. (n.d.). Heineken voit la vie en vert (O. Menegalli, Interviewer) Retrieved from http://www.alumnihec.ch/bulletins/documents/heineken.pdf Samusocial. (2014, July 1). Plan canicule : de l'eau et une vigilance accrue pour les plus vulnérables. Récupéré sur Samusocial: http://www.samusocial.be/fr/archives/item/132-plan-canicule-de-leau-et-une-vigilance-accruepour-les-plus-vuln%C3%A9rables.html Sedibeng Breweries - Brewering Business Plan. [...]

[...] Marketing Brand Review: HEINEKEN Geographical sector chosen: FRANCE 1 Table of Contents Brand Review: Heineken a. S.W.O.T b. The signage of the brand c. Heineken's product portfolio d. Positioning of Heineken's core product: The Icon Bibliography Brand Review: Heineken a. S.W.O.T Opportunities & Threats regarding the brand - Possibility to attract absolute & non-relative consumers with the creation of non-alcoholic beers. For instance, in Netherland, Heineken has introduced the Buckler Alcohol Free. The brand doesn't advertise this specific product much for fear of ruining their image. [...]

[...] Freddy Heineken has constantly repeated that "the best shot of my life was to change the color of the label and the bottle of Heineken. Red is a dangerous color when it comes to food or beverages. On the other hand, the green color represents the security.” To distinguish themselves from their competitors and establish a lasting relationship with its clients, Heineken has set up 3 years an original, comprehensive and coherent communication around video content of brand strategy. By continuously innovating and providing creative and unusual video experiences. [...]

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