1911: Nivea Creme introduced in the German market by Beiersdorf.
1912-1970 : Introduced a range of products under Nivea brand maintaining a mono-product philosophy. Nivea Creme remained the company’s premier product
1970-1993 : Extended the Nivea brand from the limited range of to a full range of skin care and personal care products
1993 onwards: Change in Senior Management leads to IMC philosophy.
What is the brand image and sources of brand equity for the Nivea brand ? Does it vary across product class ?
Name: The brand has derived its name from the Latin word Nivius meaning "Snow White". Logo: The blue tin with the word NIVEA in white celebrated its debut in 1925. NIVEA’s visual identity: World-famous blue and white color combination NIVEA blue - is not just any old blue, but “Ivocart NIVEA Blue B 65711” Blue White Blue and White
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sympathy, harmony, friendship and loyalty external cleanliness as well as inner purity ideal for honest and appealing brand
Nivea- Brand Association
set of brand associations (Strength)
Care, mildness, reliability, gentleness, protection, high quality, feeling
good & reasonably priced Used
by entire family (Favorability)
A universal unisex acceptance satisfying multiple needs
Strongly associated with shared family experiences
of skin (Uniqueness)
Caring and protective
Sources of brand equity
Nivea Crème unique water in oil emulsion - snow-white in color Nivea name from Latin word- “nives” – snow Nivea products - blue color background with white lettering
extended from the NIVEA Crème tin
Nivea’s core brand associations – “mildness and caring”
Correlated with the key skin needs of consumers
Enjoyed high degree of confidence & goodwill
Reliability, quality and honesty.
Nivea’s brand associations fit with the values of the consumer
Desire for fairness, authenticity, openness and belonging
Variation of brand image and equity across product class
Exploited the strength of Nivea Crème brand associations and transferred it to other product classes New products Positioned with a promise to contain the core brand
associations of Nivea Crème
Successfully carried brand associations of Nivea crème ‘Niveaness’ was to be repreented oin layout, images and
messages of all the communication.
Use Common emotions in all ads, uniform Nivea Logo,
consistent lettering and real inspirational people in the ads. Established Nivea as a skin care brand
are the pros and cons of the sub-brand strategy? Should Nivea run a corporate brand ad or umbrella ad for all their products?
Pros and Cons of the sub-brand Strategy
Pros Contains a common ‘Nivea’ message of quality and care Help to establish brand loyalty Monopolize the market Each sub-brand promoted specific product attributes and benefits that best satisfied the needs of its target market Sub brand can help to advertise mother brand Cons Negativity Associated with one brand, spread to all other brands Hard to manage a unified communication strategy Risk of entering into unrelated categories, leading to brand dilution
Corporate Brand Ads or Umbrella Ads
NIVEA-Promoted the basic themes of skin care and protection
Ads - always simple, plain and informative
Early advertisements - image of the NIVEA women as clean, fresh and
natural. Extended the freshness and natural image to the entire family. Closely linked to people NIVEA must carry on with Umbrella Ads so as to maximize upon the strong Brand Equity earned over decades.
Discuss the risks and benefits of Nivea’s brand extension into new product categories and customers.
Nivea: Brand Extension
Benefits of Brand Extension