Monitoring brand health - the worldwide Heineken brand dashboard

Sjoerd Koornstra and Gert Jan de Nooij

This paper describes Heineken’s implementation of a universal marketing and measurement procedure. Having developed a new fact-based management and measurement style encapsulated in the form of a Brand Dashboard, detailed objectives, benchmarks and definitions, key performance indicators, the world-wide data collection process and the IT system established by the Heineken Company are all outlined.

Monitoring brand health – the worldwide Heineken brand dashboard

Sjoerd O. KoornstraHeineken International, Netherlands

Gert Jan de NooijScanmar, Netherlands

BACKGROUND

The crown jewel of the Heineken Company is the Heineken brand. Heineken is marketed in more than 170 markets. This brand is managed internationally via the Global Heineken Brand Team. This team:

  • defines the brand positioning (brand values, essence, architecture, proposition);

  • defines rules and guidelines;

  • develops and executes (in cooperation) international marketing activities e.g. international sponsorships, new packaging;

  • monitors and controls the brand health.

The Heineken Company has a strong decentralized organization structure. The local markets are responsible...

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