Nivea Brand Management

Brand Nivea
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1911: Nivea Creme introduced in the German market by Beiersdorf.

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1912-1970 : Introduced a range of products under Nivea brand maintaining a mono-product philosophy. Nivea Creme remained the company’s premier product

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1970-1993 : Extended the Nivea brand from the limited range of to a full range of skin care and personal care products

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1993 onwards: Change in Senior Management leads to IMC philosophy.

Product Mix

Question 1
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What is the brand image and sources of brand equity for the Nivea brand ? Does it vary across product class ?

Brand Elements
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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

Brand Image
 Rich

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

 Caretaker

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.

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Nivea’s