Beiersdorf extended its Nivea brand to 14 product categories globally to increase brand equity and tap new consumers. While umbrella branding allows leveraging a strong brand name across products, it risks diluting the core brand values if not managed properly. Nivea developed a framework ensuring extensions added value for consumers and maintained the brand's positioning as a mass market, natural skin care brand appealing to all ages through consistent, globally standardized products.

1. AN ODE TO NIVEA’s SUCCESS Term Assessment Task - 2 Presented by : - Tarun Arya [email_address]

8. An Umbrella Brand

9. Nivea Sales Worldwide