Branding Strategy

In: Business and Management

Submitted By celik156
Words 443
Pages 2
Assignment 4

1. Branding Strategy Option c would be the best branding strategy to introduce our new product. We came to the idea to extend the brand Heineken Pilsner, because there is a gap created in the market due to the government regulation which rises the age-limit for drinking alcohol from 16 to 18 years old. Later on we decided that we want Heineken Energy to become the new market leader in energy drinks. The reason we chose Heineken as a brand is that it has a high Customer-Based Brand Equity (CBBE). This can be explained by the five A’s of CBBE; awareness, associations, attitudes, attachment and activity. By analyzing the brand elements of Heineken it becomes clear why we choose to pick Heineken as our main brand. The brand name, the logo and the packaging are currently memorized to a great extend by customers. Most people perceive Heineken Pilsner as one of the best tasting beers in the world and on top of that it gives people a strong community feeling while drinking Heineken, which other brands are not able to create. This gives Heineken deep brand awareness, because people definitely think of a Heineken Pilsner on various occasions. For instance when they watch football games, when they go to a club or café, when they are having a birthday, so at almost every possible type of leisure activity. The associations with Heineken are very strong; the beer is exactly how customers want it to be and its unique characteristics make people drink the beer. Due to its great range of CSR-activities, Heineken creates a positive attitude among its customers. So summarizing everything that is said before we can say customers are really attached to the brand and that Heineken succeeded in building a relationship with its customers. Another element of the brand is the transferability of Heineken Pilsner. We think that Heineken Energy fits with the brand…...

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