Publications
Publications
  • October 1995 (Revised January 1998)
  • Case
  • HBS Case Collection

Heineken N.V.: Global Branding and Advertising

By: John A. Quelch
  • Format:Print
  • | Pages:13
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Abstract

Heineken managers are evaluating the results of the research projects designed to identify the values of the Heineken brand and to translate these into effective advertising messages.

Keywords

Value; Advertising Campaigns; Globalization; Brands and Branding; Food and Beverage Industry

Citation

Quelch, John A. "Heineken N.V.: Global Branding and Advertising." Harvard Business School Case 596-015, October 1995. (Revised January 1998.)

About The Author

John A. Quelch

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