The brand name NIVEA is familiar to many people from childhood onwards. However, not many people know the actual meaning of the name NIVEA. The name comes from the Latin adjective “niveus/NIVEA/niveum” meaning snow-white. NIVEA was invented in 1911 and celebrates its 100th Anniversary this year. In that time the original blue tin packaging of the cream has changed its appearance (Appendix 1), but the actual formulation has changed very little since its first launch.
According to Interbrand (2011a) NIVEA is one of the top 100 best global brands with a brand value of $3,734m. Additionally, in Reader's Digest Trusted Brands annual consumer survey (2011) NIVEA has been voted the most trusted brand for the last five years in 15 out of 16 European countries (Appendix 2). With a brand awareness of 99% (Appendix 3) in Germany, there can be no doubt that NIVEA is a success story (Gruner and Jahr, 1994 cited in Marketingverein, 1997).
The research questions addressed by this essay are how NIVEA became the market leader, and how it has kept increasing its market share over the years to hold that market position successfully. The first part will analyse NIVEA’s brand identity and visual identity. The author has decided to concentrate on these brand elements because creation of a strong corporate identity is crucial for companies in gaining a competitive advantage. This is followed by a brief discussion of NIVEA as a mother brand and the management of its umbrella brands. The last part will examine the factors that have made NIVEA’s success sustainable over such a long period. Finally, an evaluation will be made of the brand, and a conclusion will summarise the main findings.
Table of Contents
1. Introduction
2. Brand Identity
2.1 NIVEA as a Person
3. Visual Identity
3.1 Colour Psychology
3.2 Logo Evaluation
4. NIVEA Umbrella Brands
5. Success Factors of NIVEA
5.1 The Global – Local Strategy
5.2 Customer Centric Innovation
5.3 Zeitgeist in Advertisement
6. NIVEA Brand Evaluation
7. Conclusion
Research Objectives & Key Themes
This essay explores the factors contributing to NIVEA's market leadership and long-term sustainability, specifically analyzing how the brand maintains its competitive position through strong identity management and strategic innovation.
- Analysis of NIVEA's brand and visual identity.
- Examination of umbrella brand management strategies.
- Investigation into global versus local marketing approaches.
- Evaluation of customer-centric innovation and social media integration.
- Assessment of brand resonance and long-term sustainability.
Excerpt from the Book
Customer Centric Innovation
Beiersdorf has long been known for its exceptional innovation culture. Beiersdorf generates approximately 30 per cent of its sales from products that are less than five years old leading to an innovation rate of 30 per cent (Beiersdorf, 2010). Bilgram et al (2011) suggests that this innovation culture is reflected throughout the whole NIVEA range.
In recent years NIVEA has integrated its consumers into the innovation process. One might think that many organisations do this nowadays, but NIVEA has an advanced approach that takes customer integration far beyond traditional methods such as focus groups or concept tests (Bilgram et al, 2011).
One innovative way that NIVEA gathers consumer insights and product solutions is from conversations in social media (Exhibit 7). For instance, for its new Black and White deodorant NIVEA’s Deodorant and Antiperspirant Division screened more than “200 social media sites in three languages covering all kinds of online consumer tribes.” (Bilgram et al, 2011:37)
Summary of Chapters
Introduction: This chapter introduces the history of the NIVEA brand and outlines the core research questions regarding its market leadership and sustainable growth.
Brand Identity: Defines the brand's unique characteristics and its perception as a "caretaker" for the whole family, emphasizing protection and care.
NIVEA as a Person: Discusses how consumers perceive NIVEA as a self-confident, natural beauty compared to other skincare brands.
Visual Identity: Explores the significance of elements like logotypes and colors in shaping consumer perception and immediate brand identification.
Colour Psychology: Examines how the specific use of blue and white creates a perception of trustworthiness, cleanliness, and neutrality.
Logo Evaluation: Analyzes the effectiveness of the NIVEA logo based on strategic objectives like recognition and positive affect.
NIVEA Umbrella Brands: details the framework of the "NIVEA Universe" and how the brand successfully extends its core values to a wider product range.
Success Factors of NIVEA: Identifies key drivers such as the global-local strategy, innovation culture, and the alignment of advertising with the contemporary spirit of the time.
The Global – Local Strategy: Explains the standardization of brand identity combined with localized language execution.
Customer Centric Innovation: Describes NIVEA's advanced approach to integrating consumer insights into the product development process.
Zeitgeist in Advertisement: Looks at how NIVEA's advertising mirrors societal trends and fashions across different decades.
NIVEA Brand Evaluation: Uses the Customer Based Brand Equity (CBBE) Pyramid to assess how NIVEA builds and maintains resonance with its customers.
Conclusion: Summarizes how NIVEA’s consistent values, innovative practices, and effective brand architecture have secured its status as a permanent leader in the beauty industry.
Keywords
NIVEA, Brand Identity, Visual Identity, Brand Extension, Customer Centric, Innovation, Global-Local Strategy, Zeitgeist, Brand Resonance, Colour Psychology, Market Leader, Beiersdorf, Consumer Insight, Brand Equity, Skincare.
Frequently Asked Questions
What is the core focus of this publication?
The paper examines the success story of NIVEA, specifically analyzing how it has maintained its position as a global market leader through consistent brand identity and strategic management over the last 100 years.
Which thematic areas does the author emphasize?
The central themes include brand and visual identity, the management of umbrella brands, the balance between global standardization and local execution, and customer-involved innovation processes.
What is the primary objective of this research?
The goal is to determine how NIVEA has successfully increased its market share and established a sustainable competitive advantage through its specific approach to brand elements and consumer integration.
Which methodologies are employed in the study?
The author uses a qualitative analysis approach, synthesizing existing literature, brand frameworks (such as the CBBE Pyramid), and industry case studies to evaluate NIVEA's brand performance.
What topics are covered in the main body?
The main body covers the conceptualization of NIVEA's brand personality, the psychological impact of its visual design, the strategic framework of its umbrella brands, and its innovative "nethnography" consumer research methods.
How would you describe the key characteristics of NIVEA?
NIVEA is characterized by its core values of trust, reliability, and natural care, combined with a highly recognizable visual identity and a forward-thinking innovation culture.
How does NIVEA use social media for innovation?
NIVEA employs a "nethnography" process, screening online conversations and consumer tribes across social media to gather insights and translate them into concrete product solutions.
What role does the "Global-Local Strategy" play in their success?
It allows NIVEA to maintain a unified, recognizable brand image worldwide while ensuring that advertising content remains relevant to local markets, creating significant cost and synergy advantages.
- Arbeit zitieren
- Tugba Seckin (Autor:in), 2011, NIVEA. What makes the Brand so successful?, München, GRIN Verlag, https://www.hausarbeiten.de/document/233122
