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
- Introduction
- Brand Identity
- Visual Identity
Objectives and Key Themes
This essay aims to analyze NIVEA's market leadership and sustained success. It investigates how NIVEA achieved and maintained its market position over time.
- NIVEA's brand identity and its associated characteristics.
- The role of visual identity in NIVEA's brand recognition and consumer appeal.
- The factors contributing to NIVEA's long-term market success.
- NIVEA's brand management strategies, including its role as a mother brand.
- The analysis of NIVEA's brand personality and its impact on consumer perception.
Chapter Summaries
Introduction: This introductory section establishes the context of NIVEA's enduring success, highlighting its long history, brand recognition, and market leadership. It introduces the research questions guiding the essay: how NIVEA achieved market leadership and sustained its position. The introduction emphasizes the significance of brand identity and visual identity in achieving a competitive advantage, outlining the structure of the essay which will analyze these elements, NIVEA's role as a mother brand, and the factors behind its sustainable success. It sets the stage for a deep dive into NIVEA's branding and market dominance.
Brand Identity: This chapter delves into the intangible aspects of NIVEA's brand, defining brand identity as the human characteristics associated with it. It uses the analogy of personifying the brand to illustrate its personality. The chapter highlights NIVEA's identity as a "caretaker" of skin, emphasizing its long-standing association with family use and consumer trust. The analysis incorporates a "mental map" of words associated with NIVEA, such as "care," "protection," and "trust," showcasing the brand's strong positive connotations. It uses a study illustrating how consumers perceive NIVEA as self-confident and naturally beautiful, but not as a glamorous or trendy brand. This chapter establishes the emotional connection between the brand and its consumers as a crucial factor in its success.
Visual Identity: This section examines the visual elements of NIVEA's brand, arguing that visual identity significantly influences consumer perception and brand recognition. It discusses the key components of visual identity: logotypes, symbols, colors, and typography. A core component, the distinctive NIVEA blue ("Ivocart NIVEA Blue B 65711"), is highlighted for its unique and memorable character. The consistent use of the brand name in capital letters across all media is shown as contributing to the unified brand communication. The chapter establishes the importance of a consistent and easily recognizable visual identity in reinforcing the brand's message and achieving strong market recognition, particularly in a competitive market.
Keywords
NIVEA, brand identity, visual identity, brand management, market leadership, consumer trust, brand personality, sustainable success, competitive advantage, brand communication.
NIVEA Brand Analysis: Frequently Asked Questions
What is this document about?
This document provides a comprehensive preview of an essay analyzing NIVEA's sustained market leadership and success. It includes a table of contents, objectives and key themes, chapter summaries, and keywords. The analysis focuses on NIVEA's brand identity, visual identity, and overall brand management strategies.
What are the main objectives of the essay?
The essay aims to investigate how NIVEA achieved and maintained its market position. Key themes explored include NIVEA's brand identity and its associated characteristics, the role of visual identity in brand recognition, the factors contributing to long-term success, NIVEA's brand management strategies (including its role as a mother brand), and the impact of its brand personality on consumer perception.
What topics are covered in the Introduction?
The introduction sets the stage by highlighting NIVEA's long history, brand recognition, and market leadership. It establishes the research questions – how NIVEA achieved and sustained its market position – and emphasizes the importance of brand identity and visual identity in achieving a competitive advantage. It outlines the essay's structure, foreshadowing the analysis of these elements, NIVEA's role as a mother brand, and the factors behind its sustained success.
What is discussed in the "Brand Identity" chapter?
This chapter delves into the intangible aspects of NIVEA's brand, defining and analyzing its personality. It emphasizes NIVEA's identity as a "caretaker" of skin, highlighting its association with family use and consumer trust. A "mental map" of associated words (care, protection, trust) is presented, showcasing the brand's positive connotations. The chapter also incorporates a study illustrating consumer perception of NIVEA as self-confident and naturally beautiful, not glamorous or trendy, emphasizing the emotional connection with consumers as a key to success.
What is covered in the "Visual Identity" chapter?
This chapter examines the visual elements of NIVEA's brand, arguing that visual identity significantly impacts consumer perception and recognition. It discusses logotypes, symbols, colors, and typography, highlighting the distinctive NIVEA blue ("Ivocart NIVEA Blue B 65711") and the consistent use of capitalized brand names across media as key elements of its unified brand communication. The chapter stresses the importance of a consistent and recognizable visual identity in reinforcing the brand's message and achieving strong market recognition.
What are the key takeaways from the chapter summaries?
The chapter summaries highlight the interconnectedness of NIVEA's intangible (brand identity) and tangible (visual identity) assets in achieving and maintaining market leadership. They emphasize the importance of consistent brand messaging, consumer trust, and a strong emotional connection between the brand and its target audience.
What are the key words associated with this analysis?
Key words include: NIVEA, brand identity, visual identity, brand management, market leadership, consumer trust, brand personality, sustainable success, competitive advantage, and brand communication.
- Citar trabajo
- Tugba Seckin (Autor), 2011, NIVEA. What makes the Brand so successful?, Múnich, GRIN Verlag, https://www.grin.com/document/233122
