Brand audit "Heineken" Essay Example | Topics and Well Written Essays - 1750 words - 1

Brand audit "Heineken" - Essay Example The Global Heineken Manager Design & Concept once said that the new global long neck would reinforce the packaging, which applied the contemporary fancy can and embossed glasses. The Americans preferred short necks in order to differentiate the local beer from the imported one. The new bottle emphasizes on the visual identity on the cans and bottles. The visual identity was achieved by introducing sensory elements like embossments, indents that are strategically placed and tactile ink. The elements offer consumers aesthetic appealing and fun in the overall drinking experience. Specific packaging changes were done, with the brand elements including an elliptical curve originating from the Heineken’s logo. The refreshing green color is the Heineken’s trademark, which is enriched by the iconic star emblem that is red; the world has mostly recognized beer symbol. Heinekens commitment to improvement is evident from the new can design that was the first of its type to feature with tactile ink will be introduced all over the world. The latest glass has an embossed curve, which adds pleasant and better feeling when held. Heineken produces beer. In changing face of its beverage consumption, blurring its position among self-owned beverage labels and advertising restrictions. The company marketers decided to use the Heineken strong brand equity in expanding into neighboring markets and provided customers with other ways to interact with the company’s brand. Through a number of demonstrations, workshops and other activities, Cisco offered guidance and support on how Heineken could use technology to achieve this vision. The beer produced by Heineken is categorized into three groups; that is Heineken, Buckler and Subsidiary brands (Bergh & Behrer, 2010). Heineken lager beer is the primary product of the Heineken Group. It is over five percent pale lager, which was first manufactured in 1868. Forty brewers in thirty-nine countries around the