reconnecting to the local markets
The key issue faced by Heineken as a global brand
Lynn RaynaultColumbia University
History of Branding and Innovation
When Alfred Heineken visited the United States in the 1 940s, he realized there was a marketing phenomenon occurring there that had not yet reached the European markets. An innovative marketer himself, Mr. Heineken captured the essence of branding as he saw it in the U.S. and brought it home with him to Holland. Determined to make Heineken a truly global brand, he set off to develop the essence and values the brand holds today. Mr....