Product brand management nivea pre.
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Presentation on Nivea company describing their CBBE modal, mental map, core brand values, brand mantra, POP & POD, Brand association, Brand identity, brand hierarchy, brand product mix, brand extension, 3 factor modal
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Product brand management nivea pre.
- 2. • • • • •
- 4. NIVEA CLEANINESS VALUE FOR MONEY MILDNESS WHITE AND BLUE PROTECTIONCONSISTENCY RELIABLE QUALITY CARE
- 5. Emotional Modifier Descriptive Modifier Brand Functions NIVEA FEELING WHITE AND BLUE SKIN CARE
- 6. Point of parity (POP) Point of difference (POD) white cream Gentle Moisturizer Protective Smell good Caring No side effects Blue white tin box Effective cleansers High quality Mild Value for money Sweet smelling product
- 8. BRAND NAME NIVEA URL’S www.Nivea.com LOGO AND SYMBOL SLOGAN Its start with you PACKAGING Blue tin and Nivea written in white
- 9. Nivea Skin care Nivea cream Nivea body Nivea hand Nivea sun Face care Nivea for men Nivea for female cosmetics Nivea deo Nivea hair care Nivea body care Nivea lipsticks Corporate Brand Family Brand
- 10. Creams and lotions Body care Hand care Deodorant Lip care Shower soap Talc Men’s face care Female’s face care Nivea Face care Nivea body Nivea Deo Nivea men
- 12. Customer-Based Brand Equity Pyramid RESONANCE: Commitment, Attached Community SALIENCE: Various products for various purposes Blue colored box with Nivea written in white JUDGMENTS: Credibility, Superiority FEELINGS: Warmth, fun Fragrance, Softness, young, attractive, Satisfaction, Simplicity PERFORMANCE: Reliable, Quality, mildness, Gentle, care, consistency, cleanliness, pure IMAGERY: For Family, sympathy friendship , loyalty, Heritage for family, sincere 4. RELATIONSHIPS = What about you and me? 3. RESPONSE = What about you? 2. MEANING = What are you? 1. IDENTITY = Who are you?
- 13. TARGETING • Urban and sub urban families • People of all age group