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One of the chief problems Heineken currently faces is that it is perceived differently from market to market. Although Heineken has consistently been marketed as a premium brand it is seen in the United States and Asia as a beer for only special occasions instead of daily consumption. In Latin America the brand is seen as just one of a many of undifferentiated European imports.
Turning Heineken into a global brand is needed to provide a unique and similar to experience to people across different countries and in different societies. To create and foster global brand development we must take into account the current stage of development in each region and country...
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