Nivea managing umbrella brand
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. Answer to iii nivea: managing an umbrella brand 'in many countries consumer are convinced that nivea is a local brand, a mistake which beiersdoft, the german. Nivea is the queen of mega brand franchises it's parent company, beiersdorf, had built nivea into the worlds number one personal care brand arguably, the key to its success has been the formulation of umbrella branding, or, similar to the graphic above, creating a brand universe of concentric, growing spheres of segments that are.
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 . An umbrella brand essentially covers diverse products which are more or less related to each other, and with nivea’s small advertising budget, this would be the best way to maximize their marketing efforts with different product categories all carrying the nivea brand name. Today it is one of the world’s largest skin care brands the whole brand history can be read here supply chain management nivea by umbrella brand name in .
This case beiersdorf ag's brand architecture strategies, challenges in nurturing an umbrella brand nivea focus on beiersdorf, the company behind nivea, maintained a fairly concentrated portfolio of brands. Market success has since proven the logic of this “new” nivea umbrella brand strategy conservative thinking management had to be convinced that nivea soft . Nivea: managing a multi-category brand1 nivea, one of the oldest and biggest cosmetic brands in the world has successfully transformed itself from a single skin care brand to a trustworthy and contemporary personal care brand for all family types. Nivea case study 1 an ode to nivea’s success term assessment task - 2 presented by : - tarun arya [email_address] an umbrella brand 9 nivea sales worldwide 10. 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, 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. To download nivea - managing an umbrella brand case study (case code: mktg087) click on the button below, and select the case from the list of available cases:. 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 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). Nivea: managing a multi-category brand – case study should nivea run a corporate brand or umbrella ad for all their products what is the role of the nivea . 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 umbrella brand
With more than 130 years of experience, nivea is one of the leading companies in the field of skin care nivea stands for reliability, quality and innovation learn more about the brand and its projects now. Nivea marketing plan | brand | swot analysis - nivea marketing case studies with solutionspdf nivea case study 1 nivea:managing a brand hierarchy section a . Amongst these brands, the most prominent is the nivea brand, which the company uses as the umbrella brand for broad skin care and personal care most brands have sub-brands they include nivea, la prairie, eucerin, hansaplast, and florena).
In light of nivea brand extension, critically comment on the pros and cons of adopting an umbrella branding strategy compare the use of such a strategy with the use of an independent branding strategy using a relevant example. Beiersdorf, the company behind nivea, maintained a fairly concentrated portfolio of brands yet, the huge success of nivea, made the company extend the brand across 15 product categories by 2006 however, this strategy of umbrella branding presented the company with a new set of issues and .
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 . Nivea : managing a brand portfolio it the “queen of mega brandsfamily/umbrella brand – nivea family may 2003 survey of 'global mega brand franchises' nivea . Nivea umbrella branding - free download as powerpoint presentation (ppt / pptx), pdf file (pdf), text file (txt) or view presentation slides online. This is a major drawback of umbrella branding, even if one of the products under the umbrella brand is poor or of average quality, it impacts the other products in the same brand people may stop purchasing products of that brand.