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Marketing brand review in France: Heineken

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  1. SWOT
  2. The signage of the brand
  3. Heineken's product portfolio
  4. Positioning of Heineken's core product: The Icon

The red star on the logo, used since the foundation of the company, is the emblem of the brand. Its exact origins are still a mystery, but some explanations have been put forward. According to some people, it was the symbol of medieval European Brewers which whom attributed mystical powers capable of protecting their brewing. According to others, four of the star's points symbolize the elements of Earth, fire, water and wind, and the fifth element is unknown, although they think it's an element on which the medieval Brewers had no control.

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