Commentary: Heineken misses brand opportunities

09/19/2006 | Advertising Age (tiered subscription model)

By introducing Heineken Premium Light, Heineken began competing against its own imported light beer brand Amstel Light and reduced the effectiveness of both brands, says Al Ries, a marketing expert. Brand extensions, he says, often confuse consumers and bring down the marketing power of the base brand.

View Full Article in:

Advertising Age (tiered subscription model)

Published in Brief:

SmartBrief Job Listings for Food & Beverage

Job Title Company Location
Purchasing Manager - Food and Beverage
The Culinary Institute of America - Greystone Campus
St. Helena, CA
General Manager
The Culinary Institute of America
San Antonio, TX
Assistant Restaurant Manager
The Culinary Institute of America
San Antonio, TX
Executive Chef - Shipboard
American Cruise Lines
Nationwide, SL_Nationwide
Sous Chef
Swarthmore College
Swarthmore, PA