Nivea has created a brand image that suggests caring, gentleness, trust, pure, cleanliness – overall, a very wholesome image i believe the brand image has stayed steady across all the product lines – they generally deliver a message of a gentle and caring lotion. One of the branding strategies is umbrella branding, also known as the family branding the concept of umbrella branding represents a marketing practice which involves selling many related products under a single brand name. Nivea managing an umbrella brand case study case study #8: nivea nivea , one of the largest skin and face care brands in the world, was established in 1912 and introduced to the german markets germany has long been a center for skin care and cosmetics, and nivea was the leader and has continued to be one of the most recognized products in the.
• responsible for the brand management of the corporate brand beiersdorf to including realignment of ci, cd, corporate values, mission, and corporate vision created a new area to strengthen the umbrella brands nivea and eucerin • establishing and managing the newly-created area with 27 employees. Nivea : managing a brand portfolio presented by : satish menon saurabh kumar shailendra singh sunil kini 1 presentation flow brief overview of case development of nivea as a brand ( 1912 to 1993) discussion on q1 nivea’s brand image nivea’s sources of equity variation of brand image and equity across product class discussion on q2 pros and cons of various options with biersdorf corporate. This is followed by a brief discussion of nivea as a mother brand and the management of its umbrella brands the last part will examine the factors that have made nivea’s success sustainable over such a long period. Marketing management assignment help on : nivea sun the promotional strategy of the company will come under umbrella branding as the company uses nivea name with all its brands for nivea promotion is to find more and more effective way of reaching the target audience.
Most innovative contribution: the development and management of long term “brand image development campaigns” for nivea between 2000 and 2005, with the aim of enhancing the modernity of the umbrella brand and increasing the emotional relationship with its customers. The basic idea of the nivea brand extension strategy was to develop nivea into an umbrella brand for “skin care”, by carefully introducing new products and by withdrawing those which did not fit that strategic umbrella brand positioning. This is followed by a brief discussion of nivea as a mother brand and the management of its umbrella brands the last part will examine the factors that have made nivea's success sustainable over such a long period. Umbrella branding (also known as family branding) is a marketing practice involving the use of a single brand name for the sale of two or more related products   umbrella branding is mainly used by companies with a positive brand equity (value of a brand in a certain marketplace)  all products use the same means of identification and lack additional brand names or symbols.
The case describes the brand management strategies of the german branded goods major beiersdorf for its nivea range of products nivea's journey from being a one-product brand to a range encompassing fourteen product categories and over 300 products by the beginning of the 21st century is explored. Nivea: managing an umbrella brand topics: branding ‘in many countries consumer are convinced that nivea is a local brand, a mistake which beiersdoft, the german makers, take as a compliment’ (quoted on leading brand consultancy wolff-olins’ website, wwwwolff-olinscom) an ode to nivea’s success. ” nivea family a strong brand depth & breadth even stronger brand image uniqueness –caretaker of skin continuity plus innovation (since 1910) associationmen as well as women 22 named it the “queen of mega brandsfamily/umbrella brand – nivea family may 2003 survey of 'global mega brand franchises' nivea present in maximum number of.
For example if a brand is known for high quality another product under the same umbrella brand is also perceived in a similar manner however one big disadvantage of umbrella brand is that the failure of one product may spoil the image of all the other products under the umbrella brand. Nivea umbrella brand comm manager at beiersdorf cosmetics, istanbul (july 2006-apr07) • managing all nivea umbrella brand atl / btl campaigns and pr communication. This presentation will give you the points about umbrella branding. Nivea (pronounced [niˈveːaː]) is a german personal care brand that specializes in body-care it is owned by the hamburg -based company beiersdorf global ag the company was founded on 28 march 1882, by paul carl beiersdorf.
8 the indian institute of business management & studies subject: marketing management marks:100 case: iii nivea: managing an umbrella brand ‘in many countries consumer are convinced that nivea is a local brand, a mistake which beiersdoft, the german makers, take as a compliment’ (quoted on leading brand consultancy wolff-olins’ website. Nivea is one of the leading companies in the field of skin care – with more than 130 years of experience find out more about our projects with more than 130 years of experience, nivea is one of the leading companies in the field of skin care.
The umbrella brand strategy is characterized by a single brand level: the products are not given a daughter brand they may possibly be given code names, but only with the aim of identifying them in catalogues or price lists. Brand management of nivea face care non age as well as cleansing in germany thereby development and implementation of the long term local brand strategy identification of consumer relevant, growth driving measures of the marketing mix with the goal to maximize the annual business plan. Umbrella, or family branding, is when each product is marketed under the parent brand for example, sony and lg are known as producers of good quality electrical products but you would be hard pushed to name one of their specific products by a stand-alone name.