Taking the global brand local: How Heineken is glocalising itself in Asia

This event report looks at how Heineken has tackled the marketing of a global brand in local markets across Asia.

Taking the global brand local: How Heineken is glocalising itself in Asia

Low Lai ChowWarc

"We are global, that's part of our DNA," said Cyril Charzat, the regional marketing and sales senior director for Heineken Asia Pacific at this year's APPIES, an event held in Singapore in August 2014. "We (also) stand for premium quality. These are the two pillars of what Heineken stands for as a base and for communicating in many markets for a very long time."

Delivering the marketing festival's keynote presentation, he said his team had observed more local consumers gravitating towards local propositions....

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