Product details

The case describes the brand management strategies of the German branded goods major Beiersdorf for its Nivea range of products. Nivea''s journey from being a one-product brand to a range encompassing fourteen product categories and over 300 products by the beginning of the 21st century is explored. 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 ensure that brand dilution did not hamper the umbrella branding initiatives for Nivea. The accompanying teaching note provides a detailed discussion as to how this case can be used for various brand management courses.