Heineken CSR based brand building strategy in Vietnam

The success of the business is standing firmly in the market. Contributing to that success is indispensable for CSR (Corporate social responsibility) which is corporate social responsibility. Therefore, to gain a foothold in the market, CSR is a very important strategy, it is the commitment of enterprises (enterprises) to business ethics and contributes to sustainable economic development, improving improve the quality of life for workers and their families, local communities and society at large. In the context of globalization trend, businesses compete fiercely. On November 20, 2020, Heineken was honored by Saigon Times as "Enterprise for the Community - Saigon Times CSR 2020" - a title that recognizes businesses with many activities to support the community in their development and creation strategies. sustainable values for Vietnam. Realizing the importance of corporate social responsibility, this article will study "The process of forming and building Heineken brand based on CSR in Vietnam".