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”