Research Paper on:
Harvard Business School Case Study of Heineken N.V.

Unformatted Sample Text from the Research Paper:
has created a very high level of brand awareness. The lowest level of recognition was 66% in Spain, in other countries had much higher brand recognition levels, such as the  France with 89%, the UK with 90%, 91% in Ireland, 92% in the Netherlands and 99% in Greece. Overall we can see that there is a wide recognition of the  brand in many countries, not only in Europe, but also in the Americas and Asia, Australasia and Africa, therefore, this brands may also be seen as a global brand, which  also gives the brand a greater strength in transferable values. However, despite the need for a single image, the local marketing is undertaken in a customisable manner. Therefore we may  argue that the development of the brand has been more successful by the use of localised images to communicate the message associated with Heineken. The brand is also associated with  a premium quality, this is in both the price and quality. The way it is used reflects this, with the drink being one that is consumed on special occasions rather  than as an everyday drink. It is associated with relationships, special occasions such as meals out, and the brand is associated with occasional use rather than everyday use. This association  may be seen as a strength as it is well established. However, it may also be seen as a weakness. In having this premium image there is also a limitation  on the way that it is perceived and subsequently purchased. The potential market is constrained as a result of the image that is being portrayed. This means that the company  may be losing sales as a result of promoting the "premiumness" of the brand. Occupying this position may be difficult to maintain if a wider usage is sought as the