A refresher course in branding

Jones, Morag Cuddeford
June 2003
Brand Strategy;Jun2003, Issue 172, p24
Trade Publication
Looks into the branding efforts of Heineken, the Dutch lager brand. Success of Heineken as a British standard beer and as a premium beer in the rest of the world; Problems with the brand in Great Britain; Arguments on whether Heineken should aim for the British premium market; Publicity campaign led by PiranhaKid in February 2003 to relaunch the product as a premium beer in the British market.


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