Reconnecting to the local markets - the key issue faced by Heineken as a global brand

This paper traces the history of the Heineken brand and how it has become a status brand associated with 'old' and traditional values.

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....

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