버스 리포트-하이네켄 Global Branding and Advertising(영문)
- 최초 등록일
- 2012.01.17
- 최종 저작일
- 2008.11
- 14페이지/ MS 워드
- 가격 3,000원
소개글
버스 리포트-하이네켄 Global Branding and Advertising(영문)입니다.
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목차
I. Introduction
1. Company background
II. Body
1. International State
2. Successful Project
1) Project Comet
2) Project Mosa
III. Conclusion
본문내용
The good taste image of brand was built on following five values.
Taste
Premium
Tradition
Winning Spirit
Friendship
Taste and premium were regarded as entry price. They had to communicate with consumer about them. Then, they needed to differentiate Heineken from its competitor. To make these unique and different image, they needed effective communication related the other three core values; tradition, winning spirit, and friendship advertisement. In other word, they used taste and premium image to differentiate and to price their products. Then, tradition, winning sprit and friendship were the concept to communicate with consumers and to stimulate them. To succeed this project
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