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Nivea

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Q1. Discuss the reasons for the success of the Nivea brand across the world( success factors).
Nivea is one of the most popular care skin brand across the world. It has been on the market since 1911. Most of consumers are convinced that Nivea is a local brand as they know it since their childhood. This fact built a loyality and trust to Nivea brand in consumers’ minds. Customers know what to expect after buying Nivea, they know that it’s not only skin care product but also an association with ‘healthy look, gracesfull ageing, better living’. The products are a good values for money as well what kept consumers using it. Another important thing was logo,white and blue colours gave Nivea the aura of honest brand.
The fact that it was on the market so early helped Nivea to build position to be a number one skin care brand in commercial world. Since the beginnig Nivea was trying to attract customers by developing new products, by providing them in other countries. Nowadays Nivea has over than 14 ranges available in more than 150 countries. This is one of the main success factor which helps the brand to be in such a position. Another succes factor of Nivea is ‘keeping the brand young, attractive, sympatethic and familiar’ even it’s on the market nearly 100 years. The brand tries to encourage new people to buy their product by producing new ones and bringing newer packaging for them. However the white-dark blue logo is necessary on every item.
Q2. In light of Nivea brand extension, critically comment on the pros and cons of adopting an umbrella branding strategy. Compare the use of such a strategy with the use of an independent branding strategy using a relevant example.
Umbrella branding ( also known as family branding) is a marketing strategy that involves selling several related products under one brand name. This type of branding is a contrast to individual

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