Abstract

The caselet examines the evolution of Nivea from a single product brand into the world’s number one personal care brand with 300 products spanning across 14 categories. The caselet illustrates the company’s successful brand extension initiatives that made Nivea the leading personal care brand in the world. It gives a detailed explanation of ‘Nivea Universe’ framework developed by the company with the objectives of streamlining and executing the brand extension efforts.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Brand building strategies of personal care product companies
• Implementing brand extensions initiatives
• Umbrella brand and its prominence
• and Product innovation and customer-focused marketing.

Keywords

Global Mega Brand Franchises', Nivea, ACNielsen, Beiersdorf, Emotional Bond, Brand Values, Innovations, Brand Extensions, Umbrella Branding, L'Orel, Procter & Gamble, Unilever, Johnson & Johnson, 'Nivea Universe' Framework