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.
This could also be of interest:
Webinars
Future Fit Brand Health Measurement
Catalogue: Webinars 2021
Authors: Lee Langford, Ruari Grigg
Company: Toluna
August 20, 2021
Research Papers
Managing brand health through the marriage of attitudes and behaviour
Catalogue: Seminar 1998: Adding Transparency To Brand Management
Authors: Allan Baldinger, Charles llsley
 
June 15, 1998
Research Papers
Measuring animal health markets
Catalogue: Seminar 1976: The Future Of The Animal Health Care Market
Author: John Poulson
 
November 24, 1976
