The brand Nivea at the initial stages of inception targeted only the high class in the society within Europe. However, later on, the ideal could not hold, especially after the emergence of common products that appealed to the general households within Europe and the US in 1922. The identity markers played a key role in enhancing the brand equity such that by being “caretaker” the firm became a custodian of the skin ranging from all skin types including a uni-sex brand image. Therefore, by the ability to satisfy the needs of every family member, it became a partner of many European households. The brand creates a cash cow mentality through resource investment to other brands. The Nivea Crème, for instance, forms a core product that is extended to various skin products as well as unisexual variants of the products with related functionalities. The key variants of management of change involve the general body factors heightening to deodorants, bath product, as well as hair values. The brand maintains a Nivea connotation despite the various creations.
The brand extension strategy is relative to the common needs and beauty requirements of the world’s population. While striving to provide products for the entire population, the firm creates a brand of equity and satisfaction among various classes across the world. Additionally, while focusing on the Nivea structure, the expansionist idea has also touched on targeting beauty and facial elements that appeal greatly to the gender requirements and population.
The future is bright for the firm despite the rising elements of competitors in the market. The top management must therefore ensure a top-notch that connects closely to the provision of services to clients that will subsidize the Nivea brand. The brand can also be linked to CSR activities that will enhance a connection between the brand and the clients and enhance sustained connectivity
Keller, Kevin Lane, M. G. Parameswaran, and Isaac Jacob. Strategic brand management: Building, measuring, and managing brand equity. Pearson Education India, 2011.