The document discusses Nivea's brand portfolio management issues and strategies for their various sub-brands. It analyzes the brand image and personality of Nivea Creme, the sources of brand equity, and how the core brand associations of caring and mildness were extended across different product classes like Nivea Sun, Nivea for Men, Nivea Shower and Bath, Nivea Hair, and Nivea Deodorant. The document also provides examples of marketing strategies and advertisements used for various sub-brands over time.

1. Nivea – Managing Brand
Portfolio

2. Case Issues
• Balance sub-brands and umbrella brands
• Make Nivea more contemporary while
retaining heritage
• Building and retaining brand associations for
sub-brands
• Make marketing of sub-brands consistent
• Corporate branding
– Is it necessary?
– How can we proceed?

3. Nivea Brand Inventory & Brand
Portfolio
• nivea brand inventory.xlsx

4. Nivea’s Brand Image
• Rich set of Brand Associations (Strength)
– Care, mildness, reliability, gentleness, protection, high
quality, feel-good factor
– The Nivea Woman: reflected in Ad’s as “clean, fresh
and natural”
• Used by entire family (Favorability)
– A universal, unisex acceptance satisfying multiple
needs
– Strongly associated with shared family experiences:
Mother & child relationships, family vacations on the
beach
• Caretaker of Skin (Uniqueness)
– Caring & protective: Nivea Sun, Mens range

5. Nivea Crème: Brand Personality
Drivers
• Product-related Characteristics
Product Package Price Attributes
Category
Multipurpose Dark Blue Tin, Logo Reasonably Distinctive colors (dark
Skin Care cream and name in white priced blue & white) used in
lettering (BLOCK and packaging, ‘Nivea’ name:
cursive combination) snow white color of crème,
water-in-oil emulsion

6. • Non-product related characteristics
User Symbol Age Ad-style
Imagery
Childhood, Famous blue “since childhood” -Promoted basic themes of
Entire tin with white product, introduced skin care and protection
family, Uni- lettering, into Germany in 1912 -Simple, plain, informative
sex Nivea -Shared family-experiences:
Weather mother & child relationships,
Calendar, Blue family vacations at the beach
Beach ball

7. Nivea Crème Brand Personality Scale
(The Big Five)
• Sincerity
– Down-to-earth: family-oriented
– Honest: sincere, real, caring, mild, gentle
– Wholesome: natural, classic, original, high-quality
– Cheerful: sentimental, friendly, warm, happy, feel-good
• Excitement
– Spirited: lively, clean, fresh
• Competence
– Reliable: trustworthy, protective
• Sophistication
– Reflects styles of time, modernized
– Charming: gentle

8. Nivea’s Sources of Equity
• NIVEA Crème ‘s unique water in oil emulsion - snow-white in
color
• Nivea name from Latin word- “nives” - snow
• Nivea products - blue color background with white lettering -
extended from the NIVEA Crème tin
• Nivea’s core brand associations – “mildness and caring”-
Correlated with the key skin needs of consumers
• Enjoyed high degree of confidence & goodwill- Reliability, quality
and honesty.
• Nivea’s brand associations fit with the values of the consumer -
Desire for fairness, authenticity, openness and belonging
• Nivea name - synonymous with skin care & protection

9. Variation of brand image and equity
across product classes
• Nivea - Exploited the strength of NIVEA Crème brand associations
and transferred it to other product classes
• New products
- Positioned with a promise to contain the core brand
associations of NIVEA Crème
- With some new benefit provided by the product
• 1992 : Nivea crème - largest contributor to total revenues(22%)
– The newer product lines had each made significant contributions of their
own
• 1996-2006- Diversified and consolidated
- Successfully carried brand associations of Nivea crème
- Global presence
- Established Nivea as a skin care brand
- Rather than only a skin cream brand.

10. Brand Associations of Core Brand
extended across the product class
• Nivea Sun – the new Nivea Sun makes the sun gentle
• Nivea For Men- Less alcohol, more care
• Nivea Shower and Bath-Delightfully Gentle and
creamily mild
• Nivea Hair - Entire care for frequently washed hair
• Nivea Deo-The deo that even cares for your skin

12. • Nivea Body
• Target : People in need of moisturizer
• 1. Nivea Milk : long term storage of moisture
• 2. Nivea Lotion :Specialized skin care acc to
different skin types
• Print ad headline: “A first choice twice”
• Tagline : “What your skin needs to be beautiful”
• 1990- “Your skin tells you what kind of care it
needs”

13. • Nivea Visage
• Target : women (European)
• 1.Nivea Geisicht(Nivea face) : cleansing milk, tonic and
moisturizing lotion
• Ad campaign tag line : “The mildest way to cleanse your
face”
• 2.Nivea Viso : moisturizing cream rich of precious
components like jojoba oil
• Italian TV commercial : “Discover the beauty of your face”
• 3.Nivea Visage liposome crème : Science in all confidence

14. • Nivea Sun
• Target : People who enjoy sun but need
protection
• Variety of SPF factors and after-sun products
• 1986 :Emotional appeal through ad : “Tanning
with care instead of tanning with burn. The new
Nivea sun- your skin should be important to you”
• 1988 : “ Nivea Sun. Tanning without problems”

15. • Nivea Men
• Target : Men(European)
• After shave balm : alcoholic water & moisturizing
• Print ad Tag line : “Less alcohol, more care”
• 1980s, “the Couple” ad for Nivea After shave
balm
• 1991- highlights APG factor, mildness, caring.
• Barber ad

16. • Nivea Shower and Bath
• High quality mild caring benefits
• 1991-Nivea Crème shower :soft and caressing
feeling of showering
• Ad “ care you can feel. Nivea crème shower,
the feeling of gentle care”
• “when freshness becomes like a caress”

17. • Nivea hair care
• Multipurpose shampoo and
conditioner
• Pflege Shampoo and Pflege
Spulung : aligned with
mildness and care qualities
for daily hair care
• Print ad headline : “The
entire care for frequently
washed hair”

18. Nivea deo
• Deo crème
• Nivea deo
• TV : “ Now there is deodorant that guarantees
you not only secure efficacy, but also extra
mildness. Because its from Nivea. New Nivea
Deodorant
• Print ad : “The harmony of mildness and
efficacy” , “The deodorant that even cares for
your skin”