Nivea
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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.
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
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Author :
language : en
Publisher:
Release Date : 2011
Nivea written by and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2011 with categories.
The New Strategic Brand Management
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Author : Jean-Noël Kapferer
language : en
Publisher: Kogan Page Publishers
Release Date : 2008
The New Strategic Brand Management written by Jean-Noël Kapferer and has been published by Kogan Page Publishers this book supported file pdf, txt, epub, kindle and other format this book has been release on 2008 with Business & Economics categories.
Adopted internationally by business schools, MBA programmes and marketing practitioners alike, The New Strategic Brand Management is simply the reference source for senior strategists, positioning professionals and postgraduate students. Over the years it has not only established a reputation as one of the leading works on brand strategy but also has become synonymous with the topic itself. The new edition builds on this impressive reputation and keeps the book at the forefront of strategic brand thinking. Revealing and explaining the latest techniques used by companies worldwide, author Jean-Noël Kapferer covers all the leading issues faced by the brand strategist today, supported by an array of international case studies. With both gravitas and intelligent insight, the book reveals new thinking on a wealth of topics including: brand architecture and diversity strategies; market adaptation approaches; positioning in the private label and store brand environment, and much, much more. Whether you work for an international company seeking to leverage maximum financial value for your brand, or whether you are looking for practical guidance on brand management itself, Kapferer's market-leading book is the one you should be reading to develop the most robust and watertight approach for your company.
International Expansion Strategy Of Nivea Towards The South Korean Market
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Author : Valentina Weiß
language : en
Publisher: GRIN Verlag
Release Date : 2021-04-08
International Expansion Strategy Of Nivea Towards The South Korean Market written by Valentina Weiß and has been published by GRIN Verlag this book supported file pdf, txt, epub, kindle and other format this book has been release on 2021-04-08 with Business & Economics categories.
Academic Paper from the year 2021 in the subject Business economics - Market research, grade: 1,3, University of Applied Sciences Aschaffenburg, language: English, abstract: NIVEA is now a global umbrella brand with several products for cleaning and skincare of face and body. In this paper, NIVEA's history as well as the South Korean market and a possible marketing plan are examined closely. Due to its wide product portfolio the following paper is focused on the international expansion of its main product; the plain moisturising cream for face and body, the country in question is South Korea. Beiersdorf, founded in 1880 in Hamburg, Germany, started as a pharmacy and laboratory by Paul C. Beiersdorf. In 1890, pharmacist Oskar Troplowitz took over, specializing in medical band aids. Under Troplowitz's leadership, the company expanded rapidly, prioritizing employee welfare with shortened working hours, paid vacations, childcare, free lunches, and a pension fund. Troplowitz, along with his chemists, developed various products, laying the foundation for iconic brands under Beiersdorf. Beyond innovative products, Troplowitz focused on global expansion, leading to international distribution by 1914. However, in 1933, the rise of National Socialists threatened Beiersdorf due to its Jewish connections. During World War II, international subsidiaries were confiscated, but Beiersdorf regained global trademark rights by 1997. By the late 1990s, the company had 74 international subsidiaries, generating nearly 70% of its turnover outside Germany. Today, Beiersdorf is a leading listed company, part of the German Share Index "DAX." NIVEA, a Beiersdorf brand, is managed by an eight-member executive board, with Stefan De Loecker as Chairman. Beiersdorf's journey reflects resilience, innovation, and global success in the skincare and healthcare industry.
How Nivea Uses The Marketing Mix To Expand Worldwide
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Author :
language : en
Publisher: GRIN Verlag
Release Date : 2014-12-15
How Nivea Uses The Marketing Mix To Expand Worldwide written by and has been published by GRIN Verlag this book supported file pdf, txt, epub, kindle and other format this book has been release on 2014-12-15 with Business & Economics categories.
Seminar paper from the year 2011 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, grade: 1,0, Ashcroft International Business School Cambridge (Anglia Ruskin University), language: English, abstract: This paper provides a critical analysis of the strategy that NIVEA follows to introduce its product in different markets worldwide. It is discussed to which extent the company choses to standardise or adapt certain areas of its marketing mix across international markets. Furthermore, different internationalisation strategies are explained and the internationalisation process undertaken by NIVEA is analysed. The paper concludes by evaluating the country of origin effect in case of NIVEA and how it influences consumer brand perception.
Ramie Boehmeria Nivea
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Author : George C. Taylor
language : en
Publisher:
Release Date : 1894
Ramie Boehmeria Nivea written by George C. Taylor and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 1894 with Agriculture categories.
General Catalogue Of The Homoptera
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Author : United States. Agricultural Research Service
language : en
Publisher:
Release Date : 1968
General Catalogue Of The Homoptera written by United States. Agricultural Research Service and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 1968 with Hemiptera categories.
Beiersdorf
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Author : Alfred Reckendrees
language : en
Publisher: C.H.Beck
Release Date : 2018-12-10
Beiersdorf written by Alfred Reckendrees and has been published by C.H.Beck this book supported file pdf, txt, epub, kindle and other format this book has been release on 2018-12-10 with Political Science categories.
Everyone knows NIVEA. But only a few people are familiar with the Hamburg-based Company that created the "crème de la crème" and other successful Brands. The Beiersdorf story began in 1882. The firm lost its international business in two world wars and during the Nazi period it was exposed to anti-Semitic attacks. Beiersdorf had to start from scratch twice, and yet today it is a global player. Here for the first time, Alfred Reckendrees tells the fascinating story based on comprehensive archive material. He describes the economic challenges and political conflicts that the key actors had to overcome, and presents the Company strategies and reorientations, which are closely interwoven with Germany’s multifaceted history. Today, you can find Beiersdorf Brands in every household. They include NIVEA, Hansaplast, 8x4, Eucerin, and La Prairie; also tesa, the adhesives specialist, belongs to Beiersdorf. Until the 1990s, the Company produced medicines and dressings as well. It all started in 1882 with a new plaster developed by pharmacist Paul Beiersdorf. Later, Oscar Troplowitz turned the small factory into a Brand Company with international operations. However, the US business, which generated most of the firm’s profit, was confiscated during the First World War. After the war, Beiersdorf had to build up its international business again from scratch. In 1933, the executive board and shareholders protected the “Jewish” Company against anti-Semitic attacks by means of “self-Aryanization.” Beiersdorf survived the Nazi regime; it could even take advantage of the economic opportunities it offered. After the Second World War, the Company lost its international business for the second time. It was not until 1997 that Beiersdorf regained control of all the trademarks worldwide.
Breeding Biology Of The Snow Petrel Pagodroma Nivea Forster
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Author : David Alexander Brown
language : en
Publisher:
Release Date : 1966
Breeding Biology Of The Snow Petrel Pagodroma Nivea Forster written by David Alexander Brown and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 1966 with Birds categories.