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Case Study

Heineken 2009: A global, glocal or local brand? (B)

By Dominique Turpin and Pallivathukkal Cherian Abraham

10 pages

November 2013

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Reference: IMD-5-0798

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.

Learning Objective

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.

Keywords

Marketing, Beer, Branding, Positioning, Design, Advertising

Settings

World/global, Netherlands
HEINEKEN, Consumer Goods, Food and Beverage, Consumer Goods, Beer
2008 to 2013

Type

Field Research

Available Languages

English

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