Heineken 2009: A global, glocal or local brand? (B)
At the end of the A case, Heineken had to make the decision as to whether to choose a global, glocal or local brand strategy for the Heineken brand. The company chose to go with a global brand strategy. This case addresses the reasons for this decision, the steps the company took to implement this decision, and the new challenges it faced following the implementation of the global brand strategy.
To understand the factors that should be considered in determining how global a company’s brand strategy should be. To understand the practical steps required to implement a global brand strategy across a large number of markets.
HEINEKEN, Consumer Goods, Food and Beverage, Consumer Goods, Beer
2008 to 2013
Cranfield University
Wharley End Beds MK43 0JR, UK
Tel +44 (0)1234 750903
Email [email protected]
Harvard Business School Publishing
60 Harvard Way, Boston MA 02163, USA
Tel (800) 545-7685 Tel (617)-783-7600
Fax (617) 783-7666
Email [email protected]
NUCB Business School
1-3-1 Nishiki Naka
Nagoya Aichi, Japan 460-0003
Tel +81 52 20 38 111
Email [email protected]
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in I by IMD 17 October 2024
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