Heineken N.V: Global Branding and Advertising Essay - 1728.
To be global, Heineken must create the image and perception that Heineken is a daily beer. Also as of 1993, Heineken was associated in countries like Latin America as just only regular imported beer. To become global, the company needs to create advertising campaign in those countries emphasizing values of imported beer to build brand value and attract different customers. To be global.
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