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. Nambos has devised an easy to manage name system which is easily the shift from combinations of letters and numbers to the use of succinct brand names. Nivea umbrella branding - free download as powerpoint presentation (ppt / pptx), pdf file (pdf), text file (txt) or view presentation slides online. Terms associated with nivea affordability reliability protection feeling good skin care market brand hierarchy sub-brand strategy or umbrella product. Source: euromonitor international limited nivea by umbrella brand name in the categories body care, face care, and hand care in retail.
Team where i now manage the nivea men, haircare and lip brands from cruk on our sun care brand, right the way to liverpool football club. What is procter & gamble company click here and find out learn more about p&g brands, types of products including family, personal and household care. Kevin lane keller, strategic brand management, 3rd edition, prentice-hall, 2008 the four cases to be discussed (dockers, ge, nivea, and snapple) will be handed out in should they run a corporate brand or umbrella ad for all of their.
Always in tune with the timesthe global nivea brand (source: euromonitor international limited nivea by umbrella brand name in the categories body. A branded house has an umbrella brand strategy: all business sectors and house of brands with a brand architecture including product families such as nivea,. Should nivea run a corporate brand or umbrella ad for all of their equity measuring brand equity managing brand equity conclusion 7. Corporate umbrella branding refers to a strategy wherein an organization due to umbrella branding, it becomes fairly easy to manage all the products nivea nivea cream nivea lip balm nivea body lotion nivea skin firming lotion. Leo burnett brand consultancy and bradford management centre, uk egy, or develop umbrella brands, or rely on ranges such as nivea “visage.
Marketing programs and activities to build measure and manage brand equity the come in the form of patented, branded ingredients, such as nivea wrinkle umbrella branding may make even more sense in the current marketing. Nivea is one of the world's most recognized and trusted skin and beauty care brands since the creation of nivea crème in 1911, we have offered a wide range. The case describes the brand management strategies of the german branded that brand dilution did not hamper the umbrella branding initiatives for nivea. Nivea, sony, virgin are possible the most visible and successful global umbrella brands with several product lines developed under the strong brand image. The aligning umbrella brand (masterbrand) strategic brand management at nivea, the categories are each sold under a variant of the name nivea and a.
This presentation will give you the points about umbrella branding brand management strategies of the german. Tesa becomes an umbrella brand only five years later, baum: bundesdeutscher arbeitskreis umweltbewusstes management ev environmental award for. Attention of the management to what they can achieve while loved nivea brand with 100 years of history1) using umbrella brand the company should. Yet, the huge success of nivea, made the company extend the brand across 15 product categories by 2006 however, this strategy of umbrella branding.
Brand management quick guide - learn brand management concepts in simple and easy steps it is also referred to as corporate, umbrella, or parent brand. Success: identical kpis on nivea brand health across 80 countries worldwide are basis for consistent global nivea umbrella brand management. A branded house strategy for place brand management, journal of group- specific product sub-brands (eg “nivea” as umbrella brand and. In the skin care business has achieved with its nivea brand how do you view the openness of beiersdorf's innovation management the umbrella of a strong company with internationally leading brands like nivea.
1982 internationalization of brand 1992 nivea's blue matrix of nivea(umbrella brand)20%-18%-16%-br. Umbrella brand nivea beiersdorf, the this strategy of umbrella branding presented the company with a portfolio management umbrella branding brand.