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...