Nivea - Managing an Umbrella Brand
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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.
"In many countries, consumers are convinced that Nivea is a local brand, a mistake which Beiersdorf, the German makers, take as a compliment."
- As quoted on leading brand consultancy Wolff-Olins' website, www.wolff-olins.com.
"The concept is one that spans a great many categories. Coca-Cola as a brand does not have a lot of extendability. Whereas Coke means Coca-Cola, Nivea is not Beiersdorf."
- Jane Perrin, Managing Director, leading marketing information firm A C Nielsen's Global Services Division, commenting on Nivea's brand extension successes, in April 20031.
An Ode to Nivea's Success
Nivea was the market leader in skin creams and lotions in 28 countries, in facial cleansing in 23 countries, in facial skin care in 18 countries, and in suntan products in 15 countries.
1] As mentioned in the article 'Nivea and Nestle Extend the Bounds in Mega Brand Survey,' in uk.news.yahoo.com, dated April 01, 2003.
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