** Heineken **  Brand Identity Prism
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** Heineken ** Brand Identity Prism

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** Heineken **  Brand Identity Prism ** Heineken ** Brand Identity Prism Presentation Transcript

  • Kapferer Brand Identity Prism Brand Name – “ HEINEKEN ” Brand Management :
  • Introduction Brand Identity Prism is often used by marketers to gauge the identity for any brand. The conception of brand identity includes the uniqueness, meaning, aim, values, and personality and provides a possibility to position the brand better and thus, achieve the competitive advantage.
  • Elements in Brand Identity Prism • Physique • Personality • Relationship • Culture • Reflection • Self Image View slide
  • Example : Heineken Heineken perceived as a premium larger beer on the market and play out well on quality. Heineken has a stronger brand identity, which leads customers to recognize easily the brand among others. Thus the consistence of the brand allows itself to express its values: customers clearly understand the message Heineken conveys, which is: sharing a Heineken beer with your friends is cool and trendy View slide
  • Physique : • Heineken Green Coloured Bottle • Visible Logo with Red Star • Green Advertising Campaigns - ‘ For The Fresher World ’ - ‘ Green City’ • Fresh & Chilled
  • Personality • Brand Personalities : Young Crowd Worldwide • Players • Innovative • Genuine Brand and Customers • Modern • Confident
  • Relationship • Building Friendships • Sharing Good Moments • Campaign ‘Open Your World With Heineken’ • Sponsorship Events - Sport events - Musical Concerts • Parties
  • Culture • European Evolution (1873) • Universal Brand • Worldwide Acceptable • Pertaining Social Life among Consumers
  • Customer Reflection • Relax / Pleasure • Self Confidence • Dynamic People • Trendy and Smart
  • Consumer - Self Image • Sportive • Friendly • Cool & Trendy • Festive : Likes Partying and Sharing Moments
  • Heineken Identity Prism