Nivea

1. What is the brand image and sources of equity for the NIVEA brand? Does it vary across product classes? How would you characterize their brand hierarchy?

The image and quality reputation of the Nivea trade mark is strong. By 2005, Nivea was a leading international skin care company and voted the most trusted brand in Germany. The Nivea brand image was associated with youth, freshness and leisure in the sun around nature. They made lively advertisements by using young attractive and fit women tanning in the sun and enjoying life. This image over the course of the years has changed slightly to include the core image of attractiveness and youth in the minds of consumers. In Variation Across Product Classes, Visage, Vital, and Beauté, image is less simple and more scientific, less multipurpose, and more individual than family. In every product category, core attributes of mildness/gentleness, caring, and protection.

2. What are the pros and cons of the sub-brand strategy? Should Nivea run a corporate brand or umbrella ad for all of their products? What is the role of the Nivea Crème advertising? Should it be changed?

Pros of sub-brand strategy helps elicit the brand hierarchy, strengthens the Nivea brand, and utilizes the existing awareness and associations of the brand. The main con would be concern that the Nivea Crème brand image could be weakened through all the product introductions. Other cons of a sub-branding strategy are failure in which the sub-brand can create the negative impact on the sales of the entire range. I think that is possible to run a brand campaign as long as the ad emphasizes common image and associations. Nivea Crème is the band that carries the brands image and awareness as well as the “all purpose” association.

3. What would you do now? Provide recommendations to Nivea concerning next steps in their marketing program?

A recommendation that I could provide is considering different countries where the...