Core problem : * The brand is very well suited to increase it’s global sales and presence through its many strengths. Conversely there are several weaknesses which need to be addressed to bring the company to global market it desires.

Other problems:

* Heinekens brand image is not being consistently projected as “the world’s leading premium beer” in Brands communication. * Regional managers often developed their own commercials and justified their decision to do unique competitive conditions. Standardization was not exist , but required. * Perceived premium brand image in some markets, which resulted in decline of sales volume across all the market.
Quantitative Analysis: * Heinekens perceived differently from market to market and from country to country .Each country was in a separate stage of market evolution (Exhibit 2) For example , in in the United States and Asia as a beer for only special occasions. In Latin America the brand is seen as just one of a many of undifferentiated European imports. * Heinekens need to build brand image in Africa, and to enrich and increase market share in Eastern Europe, South America and Japan. (Exhibit 1) * Brand loyalty needs to be build on, in United Kingdom & Spain to keep people from switching brands. And they also need some heavy ads (Exhibit 3) * To reflect beer taste and quality, Heinekens have to make good taste experience for the customers, balanced taste and focus more in the advertisement and the packaging . (Exhibit 6)
Recommendations:
* New global branding strategy should be created and follow , standardization of marketing communications is a necessary step * Heineken needed to work out its global brand image and advertising efforts too, needed to be integrated on global scale. * To create and foster global brand development we must take into account the