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The recipe has stayed the same for nearly 150 years, and Heineken’s attractive packaging and red star are recognizable nearly anywhere in the world. Heineken’s entire brand image is centred on it being a superior quality beer with exceptional taste. Heineken has also won many awards for its beer, which reinforces their claim that Heineken is a product of the highest quality. One potential weakness is that Heineken lacks a production base in many markets, which inevitably leads to higher costs associated with getting the product to market in these areas. However, the flip side to that is the consumer’s perception of “premiumness” that is often associated with an imported beer versus one that is produced domestically...
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