OK Foods Inc.’s Post

The True Value of Brand Equity: A Heineken Case Study Heineken's decision to raise prices, despite short-term volume decreases, underscores a pivotal business philosophy: 🔥🔥🔥the enduring power of brand equity. CEO Dolf van den Brink's stance, “Brand power today is pricing power tomorrow,” encapsulates the belief that a company's most valuable investment is in its brand. While immediate metrics might waver, a robust brand equity ensures long-term resilience and consumer loyalty, validating that true brand strength transcends fleeting market dynamics. #brandequity #brandstrategy #branding https://lnkd.in/d4d_gpGM

At some level, and with a certain coverage, any decision will eventually conduct to good business. It is a matter of time and careful planning.

For anyone who studies brands, the Coca-Cola brand (The Coca-Cola Company) is always near the top of the list. I recently visited the Coca-Cola museum again after many years, and went for a walk down brand-building memory lane. The take-away: great brands take time to build. It takes consistent dedication, effort and investment behind a clear existential brand concept. It takes attention to detail in all things product, packaging, distribution, communication and organization. If you are building a brand, pay attention to EVERYTHING. It all matters. #brandbuiling #brand #brandvalue #brandmarketing

Can anyone guess which brand is this ? Mondelēz International

A story of Brand power shaping business strategies. Heineken boldly implemented substantial price increases. Globally, the company raised prices by an average of 11.8%, with a 14% increase in Europe. Higher prices led to volume declines, particularly in Europe (6.4% decrease in beer volumes compared to 2022 levels). Despite initial setbacks, the company's visionary CEO, Dolf van den Brink, remained steadfast in his conviction "brand power today is pricing power tomorrow". Heineken increased its marketing and sales spend by €200 million during the half-year period, reaching 10% of revenue, which shows the company views marketing as a long-term investment and its key role in supporting price increases. Now sales foresight suggests that volumes will rebound in the coming quarters. As marketers, we hold the key to unlocking tomorrow's pricing power through the brand-building efforts we invest in today #MarketingStrategy #BrandPower #MarketingMatters #BusinessGrowth https://lnkd.in/exy6Har4

A nice report on Heineken's H1 2023 business performance. Amidst Heineken's profit decline due to volume reductions driven by pricing strategies, the CEO assured of their brands' resilience. 𝐌𝐲 𝐯𝐢𝐞𝐰 In today's VUCA climate, focusing solely on short-term gains through aggressive pricing might compromise long-term volume sustainability. The once straightforward path to achieving volume and EBIT growth is now complicated by market headwinds and shifting consumer behaviours. Companies should cautiously balance short-term objectives with long-term strategies. Gradually implementing pricing strategies could shield volumes, as immediate pricing moves may disrupt demand, further impacted by consumers' strained disposable income. A strategic approach that encompasses both inward and outward perspectives, possibly involving a paradigm shift in operational and business models, can help companies navigate the turbulence while sustaining volume and EBIT growth. 𝑃𝑆: 𝐼𝑡'𝑠 𝑚𝑜𝑟𝑒 𝑐ℎ𝑎𝑙𝑙𝑒𝑛𝑔𝑖𝑛𝑔 𝑡ℎ𝑎𝑛 𝑖𝑡 𝑠𝑒𝑒𝑚𝑠! ~ D.K.N.G Follow for more weekly Brand Management content #brandpreneur #marketingenthusiast #influencermarketing #linkedininfluencer #digitalmarketing #linkedinlearning #Transformation #linkedintopbrandstrategyvoice

The HEINEKEN Company founder Freddy Heineken once said "I don’t sell beer, I sell gezelligheid”. "Gezelligheid" translates as 'good times'. That's something that, through all the changes that happen over the course of 150 years, has remained at the forefront of the way Heineken have marketed themselves, and at the core of the brand. The value of a brand lives through the experience of it. That's a vital thing to remember right across sectors and different customer bases. Heineken themselves have taken that a step further. They have incorporated the 'good times' they have created as a measure of success, hand-in-hand with the amount of beer sold. They have worked to build the 'Good Times Index', which factors in 'experiencing elevated moments', 'quality socialising and connections', 'feeling of open-mindedness', 'balance and moderation' and 'sense of purpose' to measure the 'good times' that are a part of their brand experience, and just how they generate them. Considering the experience is a vital element of long-term brand building. It takes different forms through different sectors, but it is fundamental across the board. It's where sustainable growth comes from. Building it into the notion of what 'success' is for a brand is how brands reach their fullest potential. A brilliantly interesting article from Louis Ashworth at the Financial Times: #creativeagency #brandconnection #humanconnection #brandbuilding #pioneeringspirit #brandexperience #brandexperiences

US-based Intercontinental Brands, Mondelez International Inc. maker of Oreo has moved the Delhi High Court against Parle Products, alleging that the design of one of its biscuit brands is similar to that of its popular offering. Intercontinental has said that the design of Parle's Fabio biscuits is 'deceptively similar' to that of Oreo. It had gradually launched more variants of the original Oreo cookie, including choco creme and strawberry. Parle, on the other hand, had launched Fabio in January 2020 There have been multiple cases of trademark infringement among various companies. Last year Britannia Industries had filed an infringement case against Kishore Biyani-led Future Consumer, alleging that it had copied the packaging of several of its biscuit brands. Britannia said that Future had used 'Good Time' on one of its products, similar to Britannia's Good Day brand. In December, it filed a case against ITC for alleged infringement of its product packaging trademark. #trademarkinfrengment# Cadbury # Parle# Mondelez International Inc.# Parle#

As Tequila matures, brand agility is key! The shift from explosive growth to strategic diversification demands brands to navigate new markets with precision. Are you ready to explore the multifaceted future of Tequila? #TequilaTrends #BrandAgility #MarketEvolution #SpiritsIndustry #GlobalStrategy #ConsumerInsights #LuxurySpirits #DrinkResponsibly #InnovationInSpirits #TequilaRevolution

The future is bright...