Heineken® Takes its Rightful Place
Heineken® has regained its position in the world's top 100 brands, compiled
by consulting firm Interbrand. With iconic brands such as Coca-Cola, IBM and
Microsoft, the list carries substantial market credibility.
World of Heineken 43 winter 2010
Brands are rated by Interbrand according to their financial
performance and the importance of the brand in driving consumer
selection. The company also looks at the likelihood of ongoing brand-
generated revenue. Interbrand has drawn up the Top 100 list for the
past 11 years.
Heineken® re-entered the list in September, partly due to recent
brand repositioning. "Heineken went from a premium beer with a rich
tradition to a brand that is more sporty, innovative and fun," said an
Interbrand source.
SUCCESS WITH DIGITAL MEDIA
Heineken® was commended for its successful global alignment and
continued engagement with consumers. The strong Heineken®
presence on social media platforms, in particular the Heineken®
Facebook page, was praised, as was the success of the UEFA
Champions League sponsorship and key music events.
Heineken® was also recognised for its mix of humour, sport and
playfulness. According to Interbrand, the focus on heritage to build
strong connections with consumers was also a winning characteristic.
Longer term, Interbrand sees Heineken® as leveraging "globally
consistent, yet locally impactful campaigns".
Heineken's Chief Commercial Officer, Alexis Nasard, welcomed the
company's return to the listing after a five-year absence: "This is
clear evidence that our commitment to continue to grow Heineken®
as a global premium brand, to develop great campaigns for local
activation, and to fully exploit the opportunities offered by social
media with a consistent and considered approach is really paying
off. It is also testament to the commitment of our people around the
world to making this great brand a global success."
Heineken Chief Commercial Officer, Alexis
Nasard (far right), celebrates Heineken's
listing in Interbrand's top 100 global brands
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