Brand portfolio management umbrella branding brand extension brand equity brand essence brand equity dilution brand values brand identity flagship brand brand positioning beiersdorf ag nivea product line extensions brands and branding case study cosmetic and toiletries industry. Marketers may increase the chance of success for a new product launch by using a sub-brand name and a parent brand name simultaneously in the article by howard pong yuen lam and other co-authors, they report the successful case of using two brand names--dual branding strategy--by practitioners in china for the.
According to the information provided in the case study, the beiersdorf's brand portfolio comprises eight brands, which are: nivea, labello, 8x4, juevena, eucerin, la prairie, hansaplast/elastoplast and florena the nivea brand is the most prominent and beiersdorf uses it as the umbrella brand for skin and personal care.
The case examines in detail beiersdorf's 'twin-strategy' of brand extension and globalization, which made nivea the number one skin care brand in the world it studies beiersdorf's strong focus on innovation-led product development and customer-focused marketing, and examines the strategies taken by the company to. These goals were achieved through a case study, which introduces nivea and the campaign in its global marketing management “marketing management could be said to include analysis, planning, implementation and control products were developed under the nivea brand umbrella the brand was created to.
Nivea umbrella branding - free download as powerpoint presentation (ppt / pptx), pdf file (pdf), text file (txt) or view presentation slides online.
Case study: nivea the use of the marketing mix in product launch introduction nivea® is an established name in high quality skin and beauty care products it is part of a range of brands produced and sold by beiersdorf beiersdorf, founded in 1882, has grown to be a global company specialising in skin and beauty care.
Nivea case study - download as pdf file (pdf), text file (txt) or read online. This presentation will give you the points about umbrella branding 2 presented by : - tarun arya [email_address] 2 introduction to case the case describes: - brand management strategies of the german branded goods major beiersdorf for its nivea range of products.