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CONTENTS
Plato
To make Heineken into a truly
global brand, you need to know every
detail of how the brand is perceived.
What does the Heineken brand per
sonality really look like? The Plato
Project confirmed what Heineken
Corporate Marketing had already sus
pected.
Van der Minne
Two years ago Frans van der
Minne returned to Export as its
director. The World of Heineken
interviewed him just after he'd been
appointed to that post. How have his
plans worked out since then? An
update.
IN etwork, agency
Following the European example,
Heineken has also enlisted the ser
vices of a network advertising agency
for the Asia Pacific region. The agen
cy's brief is to help Heineken build up
a more consistent brand image in that
region.
Heineken Open
The Heineken Dutch Open is
developing into one of Heineken's
major sponsorships. A written report
on the championship held last July
plus, of course, plenty of pictures.
Eastern Europe
For our feature article in this issue
we went to look at Eastern Europe.
There, we found two complicated
export markets, Hungary and Poland,
where patience is its own reward.
Karei Vuursteen
new Chairman
Mr. Karei Vuursteen (51)
will be the new Chairman
of the Executive Board of
Heineken. He will succeed
mr. G. van Schaik, who will
resign during the General
Meeting of Shareholders on
april 22, 1993. Mr. Vuur
steen is at present Deputy
Chairman.
The World of Heineken is pub
lished by Heineken Internationaal
Beheer and is issued at least twice
a year in English and French. If
you have any suggestions or com
ments, please send them to:
Heineken Internationaal Beheer:
Corporate Public Relations De
partment, P.O. Box 28, 1000 AA
Amsterdam.
Editor: Jan Kroese
Translations: Alan Hemingway
Photography: Pieter Boer (Amster
dam), Paul Pet (Amsterdam),
Leo Vogelzang (Assendelft),
Stephen Munday (U.K.), Phil Inglis
(U.K.), David Cannon (U.K.),
Erik Ruck (Amstelveen) and
others.
Design and Production:
Obbes Primowees (Amsterdam)
Printing: Haverlag (Zaandam)
Print run: 12,500 copies.
Partial or full reproduction of
articles or illustrations in this pub
lication is only permitted with the
publisher's explicit consent.
1992 Heineken Internationaal Beheer B.V.
