Nivea Case Study

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  • Topic: Brand, Branding, Branding companies
  • Pages : 2 (663 words )
  • Download(s) : 122
  • Published : November 10, 2012
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The Nivea brand has managed to maintain a positive brand image. With consumers, the Nivea products has been identified as a “caretaker” of skin. By the 1960’s Nivea Creme had become the dominant multi-purpose skin care product and a household name throughout Europe and Germany. The product brand equity is also very positive. The brand is characterized as dependable and has attributions such as: care, mildness, reliability, gentleness, protection, high quality, feeling good and reasonably priced. Most of Nivea’s brand extensions maintained positive brand equity that was consistent with, but independent from that of its brand hierarchy. I would characterize Nivea creme, Nivea's brand hierarchy as being strong, valuable and honest because it was the product that developed most of the companies brand loyalty through reliability. The Pros of the sub-brand marketing strategy are that each product has an equal chance to succeed in it promotion efforts because they would have their own individual budgets. This method will help the “weaker” brand extension build awareness with customers while taking nothing away from other products. Cons of sub-brand marketing is that time and money could be waisted on weak products that ultimately would fail. It would be pointless to develop add campaigns for these products. In Theory, the corporate brand strategy seems more effective but according to Nivea’s Vice president of skin care, Norbert Krapp; as a result to the corporate marketing strategy a since of dis association between the products and the customers had developed. He stated that customers where identifying sub-brand not by name or attributes but by packaging and color. For that reason, I think Nivea could benefit form the umbrella strategy. The role of the Nivea Creme advertising was to keep the core product fresh and relevant for the believed that the creme was the center of equity for the overall brand; otherwise the core brand would loose strength. No, I do not think...
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