-Global
Branding and Advertising
Problems
• Clarify Heineken’s Brand Identity
– Brand image- user perceptions
– Brand Elements- Identifiers and Differentiators
– Opinion of male beer drinkers on relation between “Taste” and “Friendship” with premium-beer
drinking
– Which expressions of taste and friendship should be used for advertising?
• Customer brand perceptions may differ across the world. So, to maintain
homogeneity, identifying the “right” brand elements very important.
4.4. RELATIONSHIPS
RELATIONSHIPS ==
RESONANCE What
Whatabout
aboutyou
you&&me?
me?
3.3. RESPONSE
RESPONSE ==
JUDGMENTS FEELINGS
What
Whatabout
aboutyou?
you?
2.2. MEANING
MEANING ==
PERFORMANCE IMAGERY What
Whatare
areyou?
you?
1.1. IDENTITY
IDENTITY ==
SALIENCE
Who
Whoare
areyou?
you?