Global brands with a significant presence in multiple countries, often with differing cultures, have a unique challenge in maintaining a singular identity while appealing to a broad and diverse group of consumers. Some brands use signature elements, such as a logo, wordmark, or color palette across all markets, but then add others unique to that country or region.
Amstel found itself in the latter, having a fractured brand strategy unique to every market it sells in. The Dutch beer, founded in 1870, is now a part of Heineken and is sold in 115 countries. While successful in so many regions, the market-tailored approach had diluted the essence of the brandâs identity and values, prompting the development of a globally cohesive extensible brand system while having some slack to accommodate local marketing.
