Nivea s Brand Architecture And Hierarchy Essay - 833 Words

†¢ For the NIVEA case, please answer the following questions: ââ€" ¦ What are the sources of Nivea’s brand equity? Image, uniqueness, and favorability are the sources of Nivea’s brand equity. Nivea means â€Å"snow white† in Latin. The famous NIVEA Creme blue tin with white lettering was a familiar sight in the world. Nivea is the first company introducing Q-10, an anti-aging enzyme, into skin cream. Nivea is also known as a complete caretaker of skin. It provides skin care products for the whole family. Most of the household use the product when they were in infants, but it is good for everyone in the family. Also, the price is very reasonable. ââ€" ¦ Evaluate Nivea’s brand architecture and hierarchy NIVEA is an universe brand. All sub brands are covered under NIVEA Creme. The Nivea brand has always been closely connected with consumers. NIVEA products are good for everyone in the whole household. Nivea is a truly global product, and its product are same everywhere. ââ€" ¦ Evaluate Nivea’s brand extension strategy Brand Extension is one of the new product development strategies. It can reduce financial risk by using the parent brand name. Nivea had used brand extension strategy to tap into new sets of consumers. Nivea is using umbrella branding strategy to introduce the sub brand products to the market. All sub brands are covered under NIVEA Creme. The advantage of using umbrella branding strategy is the capitalization on one single name. It also helps new productsShow MoreRelatedBrand Building Blocks96400 Words   |  386 PagesBRAND BUILDING BLOCKS Building Strong Brands: Why Is It Hard? It is not easy to build brands in today s environment. The brand builder who attempts to develop a strong brand is like a golfer playing on a course with heavy roughs, deep sand traps, sharp doglegs, and vast water barriers. It is difficult to score well in such conditions. Substantial pressures and barriers, both internal and external, can inhibit the brand builder. To be able to develop effective brand strategies, it is useful toRead MoreMarketing Management Mcq Test Bank53975 Words   |  216 PagesMarketing Management, 14e (Kotler/Keller) Chapter 9 Creating Brand Equity 1) The first step in the strategic brand management process is ________. A) measuring consumer brand loyalty B) identifying and establishing brand positioning C) planning and implementing brand marketing D) measuring and interpreting brand performance E) growing and sustaining brand value Answer: B Page Ref: 241 Objective: 1 AACSB: Analytic skills Difficulty: Easy 2) The American Marketing Association defines a _ _______ asRead MoreMarketing Management 14th Edition Test Bank Kotler Test Bank173911 Words   |  696 Pagesprofitability of a companys products and services. C) It focuses solely on attaining an organizations sales goals in an efficient manner. D) It is defined as the field that deals with planning and managing a business at the highest level of corporate hierarchy. E) It occurs when at least one party to a potential exchange thinks about the means of achieving desired responses from other parties. Answer: E Page Ref: 5 Objective: 2 Difficulty: Moderate 4) A social definition of marketing saysRead MoreInnovators Dna84615 Words   |  339 Pages 6:52 PM Page ii 100092 00 i-vi r1 rr.qxp 5/13/11 6:52 PM Page iii THE INNOVATOR’S DNA MASTERING THE FIVE SKILLS OF DISRUPTIVE INNOVATORS Jeff Dyer Hal Gregersen Clayton M. Christensen H A R VA R D B U S I N E S S R E V I E W P R E S S BOSTON, MASSACHUSETTS 100092 00 i-vi r1 rr.qxp 5/13/11 6:52 PM Page iv Copyright 2011 Jeff Dyer, Hal Gregersen, and Clayton M. Christensen All rights reserved Printed in the United States of America 10 9 8 7 6 5 4