Tugba Seckin Author. Add to cart. Brand Identity The identity of a brand can be defined as the human characteristics or traits that are associated with the brand.
Interbrand, b [3] The survey's primary objective is to find out which brands Europeans trust the most across a range of consumer product categories Reader's Digest Trusted Brands, [4] Bauer Media Beauty Guide surveyed women between 20 — 69 Years in Germany Bauer Media, Sign in to write a comment. Read the ebook. How Niv Positioning: Analyse how the two bran Brands and Branding.
What makes a bra Inspired by its snow-white colour, he called it NIVEA — a name derived from the Latin words nix snow and nivis of snow. Finally, the years of research and creativity had paid off. The legacy of our first skincare cream was born. From the very start, it was Dr. And it will continue to for the next years.
NIVEA has been globetrotting almost since the day we were born, thanks to a special skincare ingredient called Eucerit. This was the first skincare cream that could be exported around the world without losing any of its quality or consistency. At the time, this kind of rapid international expansion was unheard of in the skincare industry. We were in uncharted waters — which meant that we often had to employ a little ingenuity when introducing NIVEA to new markets. In South Africa, for instance, all our advertising had to appear in not one, but three languages — English, Zulu and Xhosa.
Meanwhile, the NIVEA Sun range and other products more suited to hotter climates were marketed much more heavily in countries like Australia. All of these practices continue to this day. We also made a point of creating products tailored to the skincare needs of people in different countries long before this became the norm.
In the s, for example, we saw that there was a huge demand in Asia for skincare products that could lighten the skin. Our products are available everywhere, from the far reaches of the Australian outback to the high altitudes of the Rocky Mountains. Yet most people in the countries in which our products are sold see NIVEA as a local brand, which is surely the highest compliment we could ever hope to receive from our fans. We look forward to bringing NIVEA to you and to people all over the world for the next years and beyond.
When people of all ages began spending more and more of their leisure time outdoors, the previous beauty ideal of paleness and fragility gave way to a completely new look.
Fresh, fit and healthy was now the way to go. But while our creative team worked hard to transform our product designs, it was a chance encounter that led to the birth of our new advertising campaign.
Our Head of Advertising, Juan Gregorio Clausen, was strolling through Hamburg when he passed by a photographer's shop. Juan knew instantly that this clean and wholesome family image captured the essence of the new NIVEA perfectly. Soon after our campaign launched, we were inundated with fan mail from girls all over the country.
So when we placed an ad in a Berlin newspaper, announcing our nationwide search for three NIVEA Girls, it generated huge public excitement. By the s, economic prosperity and rising car ownership saw more and more people take their holidays by the sea, and beach culture boomed.
It was also around this time that scientists first began establishing the link between sun exposure, skin cancer, and skin damage, such as premature ageing. These discoveries spurred our researchers to develop groundbreaking products that would protect people from these effects, and make it easier to enjoy the sun safely.
Over the next few decades, their breakthroughs led to a number of skincare innovations, including:. Women are now doing the same jobs as their husbands, but that doesn't mean they have to neglect their beauty regime. Yet men have just as many skincare needs as women, if not more. There was an obvious gap in the market. These products finally gave men the creamier shaving experience they had been searching for.
But there were more unique needs to address. And in , we set another trend by releasing our alcohol-free After Shave Balm. For the first time, men had an affordable and widely available aftershave that soothed and relieved the irritation of shaving, rather than adding to it. What we had proved was that men really wanted and needed their own products. The s are bubbling over with regained vitality, optimism and dynamism. Growing prosperity makes it possible for more people to travel.
Owning your own car makes people mobile, and the most popular destinations are bathed in sunlight. The NIVEA research department has already been doing extensive research on the effects of the sun's rays on the skin, and so now is the perfect time to develop and launch the Ultra-Oil Spray - something entirely new.
The straightforward application and pleasantly light feeling the spray leaves on the skin reflects the liberating spirit of an entire generation.
Easy to store and even easier to inflate, it provides fun for the whole family. Over the past 40 years we have produced over 20 million balls, and all over the world people know and love them. Take a look at an advertising poster from the s. The s is an era of rebelliousness. More and more women also assert themselves in their family life and at work. They have their own interests and not so much time for beauty regimes. With the new NIVEA Baby product range, new parents are able to care for and protect the delicate skin of their newborn infants.
Our product range for babies includes powder, bath products, cream, soap and cotton buds — and expands further in the s. Women are now doing the same jobs as their husbands, but that doesn't mean they have to neglect their beauty regime. Leafing through fashion magazines of the time, one thing soon becomes clear — sex appeal has arrived.
Bikinis are becoming smaller, and the more daring among us lie topless on the beach. In the s, safer sunscreen becomes more and more topical. The NIVEA researchers play an important role in developing a method to determine the sun protection factor.
This makes a direct comparison of the sunscreen efficacy of various products possible for the first time. Today it is normal for men to choose from a vast selection of skin care products. But 90 years ago, skin care for men consisted of little more than soap and water. NIVEA made a significant contribution to changing that. The mild aftershave balm quickly becomes a favourite among men, which just goes to show that men wanted and needed their own products.
The next big innovation follows in In the s, NIVEA starts to develop numerous care products especially aimed at the needs of male skin — with great success.
NIVEA produces the first alcohol-free aftershave product that relaxes and soothes the skin after shaving instead of irritating it. Gel, soap or cream? Adjustable electric trimmer or 3D blade system?
Unlike today, men of the s were not exactly spoilt for choice when it came to the perfect shave — but NIVEA shaving cream was a good start. The older generation is showing signs of a new-found sense of self-confidence. They have money, feel youthful and place high demands on their quality of life.
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