Brand Communication Of Nivea How Nivea Creates Its Brand And Product Awareness Popularity And Acceptance Through Selected Aspects Of Its Advertising
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Brand Communication Of Nivea How Nivea Creates Its Brand And Product Awareness Popularity And Acceptance Through Selected Aspects Of Its Advertising
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Author : Daniela Rothhan
language : en
Publisher: GRIN Verlag
Release Date : 2016-10-27
Brand Communication Of Nivea How Nivea Creates Its Brand And Product Awareness Popularity And Acceptance Through Selected Aspects Of Its Advertising written by Daniela Rothhan and has been published by GRIN Verlag this book supported file pdf, txt, epub, kindle and other format this book has been release on 2016-10-27 with Business & Economics categories.
Seminar paper from the year 2015 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, grade: 1,0, , language: English, abstract: The aim of the present term paper is to explain how NIVEA reaches out to and convinces consumers regarding its brand and products in its advertisements. NIVEA uses several special techniques in its campaigns. It would be beyond the scope of this paper to explain all of them. Therefore, the author focuses on the most important aspects of NIVEA’s advertising campaign that are chosen to create and strengthen brand awareness, popularity, and acceptance. First, it is necessary to give some definitions and make differentiations. The author then explains the selected key factors of the advertisements and the way they work. At the end, the author summarizes the most important aspects. The term paper concludes with a short outlook on the future of brand communication Consumers create the fundamentals for a company’s secure existence. The problem is that it is not easy to reach and convince consumers about a special product or brand. The reason is the existence of a large number of products of different brands that are interchangeable because they cannot be qualitatively differentiated. As a result, companies need the support of advertising in a mature market. Advertising helps to increase sales, profits, and awareness. However, it is not easy to create an advertising campaign that generates people’s interest, fascination, a great deal of product appeal, and creates recall value. NIVEA is a German skincare brand owned by Beiersdorf that has been around for 100 years. NIVEA is one of the world’s best known, largest, and leading skincare brands. In the German market, for example, nine out of ten people know the brand NIVEA. In 2013, consumers in 12 European countries voted NIVEA to be the most trusted skin care product. But how did NIVEA acquire that reputation? A key factor behind NIVEA’s success in terms of brand and product awareness, popularity, and acceptance is its brand communication in advertising.
Nivea What Makes The Brand So Successful
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Author : Tugba Seckin
language : en
Publisher: GRIN Verlag
Release Date : 2013-09-16
Nivea What Makes The Brand So Successful written by Tugba Seckin and has been published by GRIN Verlag this book supported file pdf, txt, epub, kindle and other format this book has been release on 2013-09-16 with Business & Economics categories.
Essay from the year 2011 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, grade: Distinction 87%, University of Exeter (Business School), course: Msc International Management - Brand Communication, language: English, abstract: The brand name NIVEA is familiar to many people from childhood onwards. However, not many people know the actual meaning of the name NIVEA. The name comes from the Latin adjective “niveus/NIVEA/niveum” meaning snow-white. NIVEA was invented in 1911 and celebrates its 100th Anniversary this year. In that time the original blue tin packaging of the cream has changed its appearance (Appendix 1), but the actual formulation has changed very little since its first launch. According to Interbrand (2011a) NIVEA is one of the top 100 best global brands with a brand value of $3,734m. Additionally, in Reader's Digest Trusted Brands annual consumer survey (2011) NIVEA has been voted the most trusted brand for the last five years in 15 out of 16 European countries (Appendix 2). With a brand awareness of 99% (Appendix 3) in Germany, there can be no doubt that NIVEA is a success story (Gruner and Jahr, 1994 cited in Marketingverein, 1997). The research questions addressed by this essay are how NIVEA became the market leader, and how it has kept increasing its market share over the years to hold that market position successfully. The first part will analyse NIVEA’s brand identity and visual identity. The author has decided to concentrate on these brand elements because creation of a strong corporate identity is crucial for companies in gaining a competitive advantage. 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. Finally, an evaluation will be made of the brand, and a conclusion will summarise the main findings.
Case Studies On Food Experiences In Marketing Retail And Events
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Author : Susanne Doppler
language : en
Publisher: Woodhead Publishing
Release Date : 2020-08-21
Case Studies On Food Experiences In Marketing Retail And Events written by Susanne Doppler and has been published by Woodhead Publishing this book supported file pdf, txt, epub, kindle and other format this book has been release on 2020-08-21 with Business & Economics categories.
Case Studies on Food Experiences in Marketing, Retail, and Events explores approaches for creating ideal food shopping and consumption experiences, and the challenges food customers face today. With a basis in literature review and theoretical background, the book illustrates specific case studies on food shopping experiences, food consumption experience in restaurants, and food experience and events, as well as insights on the methodological tools adopted throughout. Topics include food and food service design, the creation of customer loyalty through experiences, communication strategies like food promotion and event management, and defining product positioning in a competitive environment. This book is an excellent resource for industry professionals in the food and beverage sectors, including those who work in marketing, communication, hospitality, and management, as well as students studying business management, tourism management, event management, applied marketing, and consumer behavior. Presents the challenges customers face in their away-from-home food shopping Explains how customer food experiences can be created Contains best practice examples of how food companies achieve a competitive advantage by creating memorable customer experiences
Integrated Marketing Communications With Online Study Tools 12 Months
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Author : Bill Chitty
language : en
Publisher: Cengage AU
Release Date : 2017-11-16
Integrated Marketing Communications With Online Study Tools 12 Months written by Bill Chitty and has been published by Cengage AU this book supported file pdf, txt, epub, kindle and other format this book has been release on 2017-11-16 with Business & Economics categories.
Organisations continually use integrated marketing communications to achieve a competitive advantage and meet their marketing objectives. This 5th edition of Integrated Marketing Communications emphasises digital and interactive marketing, the most dynamic and crucial components to a successful IMC campaign today. Incorporating the most up-to-date theories and practice, this text clearly explains and demonstrates how to best select and co-ordinate all of a brand's marketing communications elements to effectively engage the target market. Chapters adopt an integrative approach to examine marketing communications from both a consumer's and marketer's perspective. With a new chapter on digital and social marketing addressing the development of interactive media in IMC and new IMC profiles featuring Australian marketer's, along with a wide range of local and global examples including: Spotify, Pandora, Snapchat, Palace Cinemas, Woolworths, KFC, Old Spice, Telstra, Colgate and QANTAS, this text has never been so relevant for students studying IMC today. Unique to the text, is a series of new student and instructor IMC videos showing students how key objectives in IMC theory are applied by real businesses.
Diversity In European Marketing
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Author : Thomas Rudolph
language : en
Publisher: Springer Science & Business Media
Release Date : 2012-03-09
Diversity In European Marketing written by Thomas Rudolph and has been published by Springer Science & Business Media this book supported file pdf, txt, epub, kindle and other format this book has been release on 2012-03-09 with Business & Economics categories.
This case book offers a non-traditional issue-centered perspective to European marketing. Focusing on some of the key challenges faced by managers charged with developing pan-European marketing strategies, marketing problems are placed into the context of these challenges and capture the multiple facets and implications for European marketing in an integrative manner.
Marketing Communications
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Author : Patrick De Pelsmacker
language : en
Publisher: Financial Times/Prentice Hall
Release Date : 2010
Marketing Communications written by Patrick De Pelsmacker and has been published by Financial Times/Prentice Hall this book supported file pdf, txt, epub, kindle and other format this book has been release on 2010 with Business & Economics categories.
Marketing communication has an overwhelming impact on both society and business. This text offers a comprehensive overview of the cornerstones, techniques and applications of marketing communications practice in a European context.
The Impact Of Emotional Branding On Brand Loyalty In The Skin Care Market
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Author : Jennifer Sonntag
language : en
Publisher: GRIN Verlag
Release Date : 2016-08-29
The Impact Of Emotional Branding On Brand Loyalty In The Skin Care Market written by Jennifer Sonntag and has been published by GRIN Verlag this book supported file pdf, txt, epub, kindle and other format this book has been release on 2016-08-29 with Business & Economics categories.
Master's Thesis from the year 2012 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: 67, South Bank University London (Business), course: International Business, language: English, abstract: Satisfying customers is no longer sufficient for being successful in today’s business environment. A number of studies suggest that more and more marketers aim to create emotional bonds between their brands and their consumers in order to enhance brand loyalty and the organisation’s profitability. Emotional brand attachment plays an important role in marketing, particularly, in the cosmetics industry. Thus, the overall aim of this research is to investigate how emotional brand attachment affects brand loyalty in the skin care market in the UK and in Germany with a special focus on Nivea and Dove. Furthermore, the study focuses on a number of other research objectives, such as to find out what communications and branding strategies Dove and Nivea use and compare them in order to find out which brand is more successful in establishing brand loyalty and why. Other objectives are to evaluate whether addressing the consumer’s actual or ideal self is more effective, to investigate what other factors impact brand loyalty and to what extent they moderate the effects of emotional brand attachment and to see if the impact of emotional brand attachment on brand loyalty differs in the German and the UK market. In order to examine these research questions a number of hypotheses have been stated. The study is based both on primary and secondary research using qualitative research methods. The secondary research involves the analysis of written documents, and other sources of secondary data with the purpose to get an overview on the research topic and to investigate those research objectives that cannot solely be covered by the primary research. For the primary research two focus groups were conducted, one in the UK and one in Germany. The results of the groups were used to test the hypotheses and to draw conclusions from these findings in order to answer the research questions and to give recommendations for further academic research in this area and to help marketing managers to develop communications and branding strategies that boost brand loyalty. The study has come to the result that both brands effectively use emotional branding strategies to create brand loyalty and that emotions such as happiness, security, safety, reassurance and trust are essential for creating brand loyalty in the skin care market. It was also found out that addressing the consumer’s actual self rather than the ideal self is more important for building emotional bonds and loyalty.
Air Transport In The 21st Century
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Author : John F. O'Connell
language : en
Publisher: Routledge
Release Date : 2016-12-05
Air Transport In The 21st Century written by John F. O'Connell and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2016-12-05 with Business & Economics categories.
Airlines are buffeted by fluctuating political and economic landscapes, ever-changing competition, technology developments, globalization, increasing deregulation and evolving customer requirements. As a consequence all sectors of the air transport industry are in a constant state of flux. The principle aim of this book is to review current trends in the airline industry and its related suppliers, thereby providing an insight into the forces that are changing its dynamics. The factors that are reshaping the structure of the industry are examined with a view to identifying the key issues whose impact will be critical in the future. The book features two very distinct sections. The first contains short contributions from industry executives at CEO/VP level from airlines, aircraft/engine manufacturers, safety and navigational provider organisations, who have set out their take of where the airline industry is heading. This commercial input sets the scene for the book and provides the bridge to the second section, which is composed of 18 chapters written by distinguished academic authors. Each chapter presents a valuable insight into a specific area of the air transport industry, including: airlines, airports, cargo, deregulation, the environment, navigation, strategy, information technology, security and tourism. The shared objective of the authors is to describe and explain the core competencies that are determining the current shape of the industry and to examine the forces that will change its direction going forward. The book is written in a management style and will appeal to all levels of personnel who work for airlines across the world. It is also written for airport authorities, aerospace manufacturers, regulatory and government transportation agencies, researchers and students of aviation management, transport studies, tourism and the wider air transport industry.
Managing Corporate Brands
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Author : Marcos Ormeno
language : en
Publisher: Springer Science & Business Media
Release Date : 2007-12-03
Managing Corporate Brands written by Marcos Ormeno and has been published by Springer Science & Business Media this book supported file pdf, txt, epub, kindle and other format this book has been release on 2007-12-03 with Business & Economics categories.
Marcos Ormeño introduces both behavioural science theory and decision analysis into corporate brand management using corporate communication. He develops a managerial decision-making model that outdoes existing approaches for selecting communication tools due to its high degree of formalisation and its strong behavioural basis. An illustrative study supports the author's model and shows the importance of communication in building a corporate brand.
Strategic Integrated Marketing Communications
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Author : Larry Percy
language : en
Publisher: Routledge
Release Date : 2008-06-20
Strategic Integrated Marketing Communications written by Larry Percy and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2008-06-20 with Business & Economics categories.
This exciting and comprehensive new textbook deals with all aspects of integrated marketing communication from a strategic perspective. Integrated Marketing Communications is planning in a systematic way to determine the most effective and consistent message for appropriate target audiences. The book shows clearly that this is rarely achieved in organisations where the needs of the brand can become lost in managerial needs to pursue IMC budgets- i.e. the share of the internal pie is more important than the external impact. It demonstrates that IMC is not just the utilisation of multiple communications options in a campaign but depends on- * Effective brands having the right positioning and brand attitude * The use of IMC to ensure that that all aspects of the brand communications reinforce the brand message consistently * That IMC is ensures that all marketing communications for brands also support the company's overall identity, image and reputation