Chloe Rogers ’21
Nivea Brand Portfolio Analysis
Chloe Rogers ’21
Major: Marketing
Faculty Mentor: Dr. Mark DeFanti, Marketing
The goal of this assignment was to perform a brand equity analysis of Nivea, comprehend its expansion strategies (umbrella and sub-branding) and then make an informed decision to suggest which of Nivea’s product lines should be deleted. By implementing concepts from Varadarajan, DeFanti and Busch’s article about managing brand deletions, a summary of brand deletions and expansions was created for. Focusing on the aforementioned concepts and drawing upon market trends and social trends, it was suggested that Nivea delete its Nivea Body and Nivea Hair product lines while expanding upon Nivea for Men, Nivea Beauté and Nivea Sun.
