Brand Name –“ HEINEKEN ”

Strategic Brand Management: Brand Identity Prism

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

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

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

References & Sources :

• http://fmcgmarketers.blogspot.in/2007/07/brand-identity-prism-some-examples.html

• http://www.pinterest.com/pin/74942781273005140/

• http://www.heineken-experience.over-blog.com/