ng product success 'Tbp of mind' Associations, unconsciously being able to make fast links with brand sym bol, brand name and (possibly) colour, are one aspect of brand recognition. There are three forms of brand recogni tion: 'top of mind', spontaneous brand recognition and aided brand recogni tion. In the first case the consumer is asked, for instance, to mention a beer brand. The first brand mentioned is 'top of mind'. In most cases this will be an old, strong and highly familiar brand of a product that everyone knows and ap preciates. In the case of spontaneous brand recognition, consumers are asked: mention all the beer brands you know. In aided brand recognition the consumer is shown a card with twenty brands and then asked which brands he knows. As an illustration: for many years in the Netherlands Heineken has headed the list for the 'top of mind' method. Reassurance Tb maintain high brand awareness of a product it is essential that the ma nufacturer - in addition to paying great attention to advertising - makes a high- quality product and does not make any drastic changes in the composition of his product. If he does do that - for whatever reason - it will dent the con sumer's confidence in the product. For the consumer in fact keeps on buying the brand because he seeks reassurance and wants to avoid risks. Mr. Heineken on the quality of his beer: 'The product tr UJ 5 UJ cc CD z UJ UJ z UJ I S UJ cc m msut be incredibly good. You can't afford to put something bad on the market. Someone only needs to drink one poor bottel of a brand and he won't want to drink that brand ever again in his life. As we like to say, the stability of a pro duct has to be good'. Heineken beer is brewed in more than ninety countries throughout he world and almost everywhere according to the traditional recipe and using the best raw materials. Aand that is exactly whe re the great strength of Heineken lies: the consumer from Los Angeles on a business trip in Australia can expect the same quality and tast of Heineken beer as back home. Consistency But consistency should not be sought solely in product quality. Over the past decades there has been an enormous growth in publicity outlets within today's society. TV channels, magazines, billboards, sponsoring: all of them are vehicles for marketing sig nals, including advertising. It is becom ing increasingly difficult to profile your self as a brand, to ensure that you are observed best by the consumer, to sur pass your competitors. Consistency then becomes the keyword. Not only in the quality of the product but certainly also in the brand publicity. How important consistency of the brand is for Heineken can be seen in the following article about the Corpo rate Brands Design department which acts as watchdog to ensure a consistent image on labels, outer cartons, crates, etc. 11 NO DEPOSIT THE WORLD OF HEINEKEN

Jaarverslagen en Personeelsbladen Heineken

World of Heineken | 1989 | | pagina 11