Nivea

Assignment

of

Strategic Management

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Group No.: Eight (8)

Submitted to: Prof. G. Ahmad Rana

Submitted by:

Members:

Ali Sher -----------------------------------

Syed Hussain Zain ul Abiden -----------------------------------

Ayesha Saeed -----------------------------------

Asif Sheikh -----------------------------------

Najeeb Najam -----------------------------------

Syed Ali Kamran ----------------------------------

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UNIVERSITY OF CENTRAL PUNJAB LAHORE

Question No.1) what is the brand image and sources of equity for the Nivea brand? Does it vary across product classes? How would youy evaluate or rate Nivea’s brand extension strategy? How would you characterize the brand hierarchy?

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 in 1911 who claimed it was "the world's first long-lasting skin cream." 

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 product rollouts by maintaining a rock solid consistency in its brand messaging, both visually and verbally.

Brand Values

Over the years, NIVEA - primarily through NIVEA Creme - has acquired...