Brand Identity Prism Brand Name - ' Heineken ' Brand Type - Beer/Brew Connect : in.linkedin.com/pub/nitin-m-wadhwani/42/467/96a/ Email : nitin_wadhwani@yahoo.com Facebook : http://www.facebook.com/zeek.wadhwani

1. Brand Name –“ HEINEKEN ”
Strategic Brand Management:
Brand Identity Prism

2. 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.

3. Elements in Brand Identity Prism
• Physique
• Personality
• Relationship
• Culture
• Reflection
• Self Image

4. 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

5. Physique :
• Heineken Green Coloured Bottle
• Visible Logo with Red Star
• Green Advertising Campaigns
- ‘ For The Fresher World ’
- ‘ Green City’
• Fresh & Chilled

6. Personality
• Brand Personalities : Young Crowd Worldwide
• Players
• Innovative
• Genuine Brand and Customers
• Modern
• Confident

7. Relationship
• Building Friendships
• Sharing Good Moments
• Campaign ‘Open Your World With Heineken’
• Sponsorship Events
- Sport events
- Musical Concerts
• Parties

8. Culture
• European Evolution (1873)
• Universal Brand
• Worldwide Acceptable
• Pertaining Social Life among Consumers

9. Customer Reflection
• Relax / Pleasure
• Self Confidence
• Dynamic People
• Trendy and Smart

10. Consumer - Self Image
• Sportive
• Friendly
• Cool & Trendy
• Festive : Likes Partying
and Sharing Moments

11. Heineken Identity Prism

12. References & Sources :
• http://fmcgmarketers.blogspot.in/2007/07/br
and-identity-prism-some-examples.html
• http://www.pinterest.com/pin/749427812730
05140/
• http://www.heineken-experience.over-
blog.com/