The aim of the present term paper is to explain how NIVEA reaches out to and convinces consumers regarding its brand and products in its advertisements.
NIVEA uses several special techniques in its campaigns. It would be beyond the scope of this paper to explain all of them. Therefore, the author focuses on the most important aspects of NIVEA’s advertising campaign that are chosen to create and strengthen brand awareness, popularity, and acceptance. First, it is necessary to give some definitions and make differentiations. The author then explains the selected key factors of the advertisements and the way they work. At the end, the author summarizes the most important aspects. The term paper concludes with a short outlook on the future of brand communication
Consumers create the fundamentals for a company’s secure existence. The problem is that it is not easy to reach and convince consumers about a special product or brand. The reason is the existence of a large number of products of different brands that are interchangeable because they cannot be qualitatively differentiated. As a result, companies need the support of advertising in a mature market. Advertising helps to increase sales, profits, and awareness. However, it is not easy to create an advertising campaign that generates people’s interest, fascination, a great deal of product appeal, and creates recall value.
NIVEA is a German skincare brand owned by Beiersdorf that has been around for 100 years. NIVEA is one of the world’s best known, largest, and leading skincare brands. In the German market, for example, nine out of ten people know the brand NIVEA. In 2013, consumers in 12 European countries voted NIVEA to be the most trusted skin care product. But how did NIVEA acquire that reputation?
A key factor behind NIVEA’s success in terms of brand and product awareness, popularity, and acceptance is its brand communication in advertising.
Inhaltsverzeichnis (Table of Contents)
- Introduction
- Definition and differentiation
- Communication
- Communication policy
- Brand
- Brandcommunication
- NIVEA's key factors for successful brand communication in advertising
- Conclusion
Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)
This term paper aims to explain how NIVEA communicates its brand and products to consumers through its advertisements. The paper focuses on the most important aspects of NIVEA's advertising campaigns that contribute to building and strengthening brand awareness, popularity, and acceptance.
- The importance of brand communication in a saturated market
- Key factors of NIVEA's advertising campaigns
- The role of advertising in building brand awareness, popularity, and acceptance
- The influence of advertising on consumer behaviour
- The future of brand communication
Zusammenfassung der Kapitel (Chapter Summaries)
The introduction sets the stage by discussing the importance of reaching and convincing consumers in a market filled with similar products. It highlights NIVEA's success as a leading skincare brand and emphasizes the role of brand communication in achieving that success.
The chapter on definition and differentiation provides a foundation for understanding the concepts of communication, communication policy, brand, and brand communication. It defines these terms in the context of marketing and explains their significance in the context of the term paper.
Schlüsselwörter (Keywords)
The key terms and concepts explored in this paper include brand communication, advertising, consumer behaviour, brand awareness, popularity, acceptance, NIVEA, communication policy, and marketing.
- Quote paper
- Daniela Rothhan (Author), 2015, Brand communication of NIVEA. How Nivea creates its brand and product awareness, popularity, and acceptance through selected aspects of its advertising, Munich, GRIN Verlag, https://www.grin.com/document/342498
