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.

Brand equity & strength
Data management
Beer & cider
Brand management
Managing the marketing function

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...

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