Introduction Marketing involves many areas that include selling, advertising, packaging, transporting, marketing research and much more. A business organization must sell products to survive and to grow. The marketing concept states that an organization should try to provide products that satisfy customers’ needs through a coordinated set of activities. The major aim of the marketing concept is customer satisfaction. An organization must continue to alter, adapt and develop products in order to satisfy customer preferences. (Jobber & Lancaster, 2003, p. 15) Organizations in the age of globalization encounter innovations and change and have to adjust with these challenges. One of these challenges includes localization or standardization. Marketing has to be in consonance with these market forces. Heineken is a brand that carries the name of the company Heineken. Its history traces a family tradition of brewing beer. Heineken is a global firm and has been considered the world’s third largest beer-producing firm. The brands speak for itself: Heineken and Amstel beers are popular in the Netherlands and many countries throughout the world. (Koller et al., 2010, p. 637) Concepts of marketing, including marketing mix and its various variables, are linked to Heineken. This is a primary objective of this essay. The Brand and Logo The Brand A brand is a name of a product which makes purchasing easier. When a customer buys a product, he looks for the brand since there are many brands in the market that compete with each other. Popular brands easily sell to customers, and customers are mostly loyal to the brand (or brand loyal). When loyalty is attained, there is trust. A brand becomes a status or a ‘badge’ when it is in the market for a longer period of time. A company can build a long-lasting relationship with a customer through the brand it has developed. Retail brands, on the other hand, are sometimes linked with store loyalty which makes retailers develop relationships with their customers. (Lancaster and Massingham, 2011, p. 319) The Logo A logo is not necessarily a communication tool but it can be very effective in motivating consumer perception. Logos and colours are symbols of what a company stands for. A logo is like the flag of a company; it has to be very visible and personalized with a heart in order to create a lasting effect on the people, especially the customers. Logos are identified to represent a customer-driven organization and designed to bridge the gap between organization and people so that communication is improved. Logos can be emotional or personal like that of Apple. This can help in making advertising and public relations program effective because of the meaning attached to it. (Gobé, 2009) Example of a logo: The Blinking Eye The above picture shows a logo which is about the eye or something like an eye blink which has very little meaning. Some examples of competitive logos are those of AT&T, Nike, Apple Inc., and MTV. Examples of competitive brand logos that represent popular brands are shown in the figure above. All the four logos in this figure represent a powerful brand but for purposes of comparison, we can compare the ‘Blinking eye’ logo with AT&T. The two have distinction characteristics which c