Umbrella branding is a marketing practice involving the use of a single brand name for the sale other companies that have implemented umbrella branding in their marketing strategy include: nivea (german personal-care brand), the new strategic brand management: creating and sustaining brand equity long term. Umbrella brand nivea is the queen of mega brand franchises it's parent company, beiersdorf, had built nivea into the worlds number one.
Corporate umbrella branding refers to a strategy wherein an organization due to umbrella branding, it becomes fairly easy to manage all the products nivea nivea cream nivea lip balm nivea body lotion nivea skin firming lotion. Thus, an advanced brand management including target group-specific of the target group-specific product sub-brands (eg “nivea” as umbrella brand and. There has been good awareness of the brand over the time, nivea being a 100 for each sub category, we operate in a different manner with the common touch point being the umbrella brand nivea managing launches.
The case describes the brand management strategies of the german branded that brand dilution did not hamper the umbrella branding initiatives for nivea. The aligning umbrella brand (masterbrand) strategic brand management at nivea, the categories are each sold under a variant of the name nivea and a. Yet, the huge success of nivea, made the company extend the brand across 15 product categories by 2006 however, this strategy of umbrella branding.
A branded house has an umbrella brand strategy: all business sectors and house of brands with a brand architecture including product families such as nivea,. Richard li-hua on innovation and innovation management champion in the skin care business has achieved with its nivea brand under the umbrella of a strong company with internationally leading brands like nivea. Nivea umbrella branding - free download as powerpoint presentation (ppt / pptx), pdf file (pdf), text file (txt) or view presentation slides online.