Nivea Family Brand Essay

1. What is the markets perception of the Nivea family station on each of the following dimensions? Performance- Nivea-primarily by dint of Nivea Crme-had acquired a unique, widely down the stairsstood brand identity as caretaker of skin. Since 1911, Nivea has been making the first water-in-oil emulsion that is a reliable top selling yield. They employ superior and innovative ingredients. Consumers see Nivea as a quality brand. Imagery- Nivea has a strong brand personality which is emotionally involving based on childhood, blaspheme and love. The product imagery represented caring, pure, gentle, family values, trust, mildness and fair price. The product is apply for dry skin and all skincare needs. Judgments Most users grew up with Nivea and well-read that it was a product that could be used by the entire family to occupy all kinds of needs. Because of consumers own personal history with the brand and the companys advertising, Nivea had become strongly associated with shared family experiences and had a rich set of new(prenominal) brand associations such as care, protection, mildness etc. Feelings- Nivea evokes feeling of caring, fun, security, b littleing and award. The brand is closely linked with consumers. Nivea is a global brand with a wide assortment of products catering to the full spectrum of consumer segments2. Identify the brand associations (individual brands under the family umbrella) for the following 3 sub brands warrant, Vital, Beaute. What role does each sub brand play in entering the respective product-markets? In other words, wherefore shouldnt the company just use the family brand without individual brands? Visage Nivea Visage focused on mildness. Cosmed upgraded Nivea Visages image through a series of actions. Firstly, it remains close to the Nivea brand image of pureness and gentleness, targeted for the face with a much sophisticated image. Secondly, the company improved its product, religious offering day and night crme. To support this they changed the packaging and logo. Their advertisements aimed at more at the scientific and research aspects coupled with the historic trust in the brand. Vital Vital targets women over 50 years old. The advertisements are less family angled and utilize older female models that the target market plenty easily identify with. The packaging, logo and colorize were redesigned for this different target market. The colors chosen for the logo were red and gold to represent energy and femininity. rude(a) and recognizable ingredients were added to the product line, such as soy proteins and primrose oil. Beaute Beaute is positioned with primary feather focus on the skin-care attributes of the products by using the slogan Colors that tutorship. The products were packaged in stylish containers made with deep-blue hues that resonated with the Nivea Crme packaging. Each product specialized in meeting the needs of different consumers. Prices were higher to contest with their biggest competitors