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
The crown jewel of the Heineken Company is the Heineken brand. Heineken is marketed...