Abstract:

Within the Heineken Company the several world-wide operating companies (Opcos) were all responsible for monitoring brand health. Within recommended guidelines, each Opco could organize their own way, and particularly the change to increasingly continuous consumer tracking led to market-specific, tailor-made solutions. With the reorganization program "Taking Heineken to the Next Level", a more fact-based management- and measurement style was developed. One project to support this new style is the Heineken Brand Dashboard, a world-wide measurement, storage and reporting system of all essential Key Performance Indicators of the Heineken Brand.