Summary Heineken NV, a long tradition, superior quality and taste, has been perceived differently from one market to another. With the discovery of common values ​​perceived by the Heineken brand across all markets through the Comet and Mosa Project, the company is expected to pursue a global brand strategy. To do this, Heineken must develop compelling ICM strategies and provide a sufficiently flexible “platform” to manage the branding of local marketers. It must have both a centralized and decentralized marketing organizational structure to successfully promote a global brand and support local marketers in defining and implementing ICM strategies tailored to each local market. Situation analysis: Heineken NV is a well-known and renowned brewery with key strengths. (Appendix-1) to be a global brand. However, at present, brand perception is different in different countries. Although Heineken has always been marketed as a premium brand, in the United States and Hong Kong market a distinct image has been established for special occasions rather than everyday consumption, while in Latin America , Heineken is considered a beer imported from Europe, among others. As the Comet Project and Mosa work to establish and evaluate Heineken's global brand identity and communication, the real test is for Heineken to maintain its dominant market position and reputation in the EU European neighbor, which is by far the largest contributor to its sales. The Comet Project proves that the brand's tasteful image is based on 5 fundamental brand values: taste, freshness, tradition, the spirit of conquest and friendship. The Mosa Project finds that premium beer closely binds friendships and important relationships that are built on the basis of pleasant, joyful, personal and luxurious social conditions such as meeting people, fine meals, savoring, elegant parties, intimate moments and places, etc. (Exhibit 7). The value of friendship would be presented in several social conditions through the expressions “true friends” and “consumers can count on Heineken as a friend”. Taste would be built on 5 brand values: taste experience, balanced taste, foam, advertising and packaging (Figure 6). Taste expressions can be presented in the form of quality and tradition values, but should not be presented in a brand vision because the research results show a negative perception of the brand vision. Important Questions: A global brand is necessary to provide relevant meaning and experience to people across multiple companies. . To do this, the brand strategy must be designed taking into account the brand's own capabilities and competencies, the strategies of competing brands and the perspectives of consumers' experience in their respective companies...