Brand and Nivea
STRATEGIC BRAND MANAGEMENT
INDIVIDUAL PROJECT :
CONTENTS
INTRODUCTION 3 BRAND ANALYSIS 4 1.1. Brand and/or organizational values 4 1.1.1. The umbrella brand 5 2.1. Brand/company heritage 6 3.1. Brand and/or company strengths and weaknesses 7 3.1.1. Strengths 7 3.1.2. Weaknesses 8 4.1. Analysis of competition 8 REFERENCES 10
INTRODUCTION
Throughout this paper, we will try to introduce you more closely to the brand of NIVEA, its core brand values, way of operating its business and strong relationship with its customers.
The legacy skincare brand Nivea can be easily found in 150 countries around the world. Approaching its 100th birthday, " Nivea" derives from the Latin word " nivius, meaning snow-white." The first brand to bring skincare products from the privileged elite to the mass market, its initial product offering, Nivea Crème, was created by a team of dermatologists who claimed it was " the world 's first long-lasting skin cream" (Manning-Schaffel, V. 2005).
NIVEA Crème was created in 1911 by the German company Beiersdorf. At that time it was a breakthrough in science. It was the first stable oil in water cream in the world and was therefore considered to be the beginning of modern cosmetics. The discovery of an emulsifier called “Eucerit” meant that oil and water could be combined to give a stable base for ointments. Due to its stable consistency, this cream had a pure white appearance.
By 1924, Nivea initiated the use of its blue and white tins, still in use today. A brand born of dermatological expertise, consumers continue to associate Nivea with trust, reliability and accessibility. Owned by Beiersdorf AG, an international branded goods company in Germany, Nivea has grown from one signature product to over 300, encompassing fourteen product categories, which include a vast expanse of sub-brands such as Body, Visage, Beauté, Sun, For Men, Hair Care, and Baby. Through the years, Nivea has found success with new
INDIVIDUAL PROJECT :
CONTENTS
INTRODUCTION 3 BRAND ANALYSIS 4 1.1. Brand and/or organizational values 4 1.1.1. The umbrella brand 5 2.1. Brand/company heritage 6 3.1. Brand and/or company strengths and weaknesses 7 3.1.1. Strengths 7 3.1.2. Weaknesses 8 4.1. Analysis of competition 8 REFERENCES 10
INTRODUCTION
Throughout this paper, we will try to introduce you more closely to the brand of NIVEA, its core brand values, way of operating its business and strong relationship with its customers.
The legacy skincare brand Nivea can be easily found in 150 countries around the world. Approaching its 100th birthday, " Nivea" derives from the Latin word " nivius, meaning snow-white." The first brand to bring skincare products from the privileged elite to the mass market, its initial product offering, Nivea Crème, was created by a team of dermatologists who claimed it was " the world 's first long-lasting skin cream" (Manning-Schaffel, V. 2005).
NIVEA Crème was created in 1911 by the German company Beiersdorf. At that time it was a breakthrough in science. It was the first stable oil in water cream in the world and was therefore considered to be the beginning of modern cosmetics. The discovery of an emulsifier called “Eucerit” meant that oil and water could be combined to give a stable base for ointments. Due to its stable consistency, this cream had a pure white appearance.
By 1924, Nivea initiated the use of its blue and white tins, still in use today. A brand born of dermatological expertise, consumers continue to associate Nivea with trust, reliability and accessibility. Owned by Beiersdorf AG, an international branded goods company in Germany, Nivea has grown from one signature product to over 300, encompassing fourteen product categories, which include a vast expanse of sub-brands such as Body, Visage, Beauté, Sun, For Men, Hair Care, and Baby. Through the years, Nivea has found success with new
References: * Manning-Schaffel, V. 2005. “ Nivea”. Brandchannel. * Rob, P. 2012. “ BDF- NIVEA document online “. Hamburg. * Business 2000. 2013. “ Nivea- The world 's greatest skincare brand”. The Irish Times. * Euromonitor International. 2007. “ Beiersdorf AG - Cosmetics and Toiletries – World”. Global Company Profile. * Brandirectory, “ Nivea”, http://brandirectory.com/profile/nivea, last visit April 2013. * AmericanEssays.com, “ Marketing plan for Beiersdorf Nivea deodorant product line extension”, http://www.americanessays.com/study-aids/free-essays/marketing/nivea.php, last visit April 2013. * WWD, “ The World 's Top Beauty Companies” (WWD Beauty 's Top 100 2012), http://www.adbrands.net/sectors/sector_personalcare.htm, last visit April 2013. * Nivea, http://www.nivea.com, last visit April 2013.