Brand communication of NIVEA. How Nivea creates its brand and product awareness, popularity, and acceptance through selected aspects of its advertising

Term Paper 2015 21 Pages

Communications - Public Relations, Advertising, Marketing, Social Media


Table of Contents

List of abbreviations

1 Introduction

2 Definition and differentiation
2.1 Communication
2.2 Communication policy
2.3 Brand
2.4 Brandcommunication

3 NIVEA’s key factors for successful brand communication in advertising

4 Conclusion

List of illustrations

List of references

List of abbreviations

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1 Introduction

Consumerscreate the fundamentals for a company’s secure existence.The problem is that it is not easy to reach and convince consumersabout a special product or brand. The reason is the existence of alarge 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 byBeiersdorfthat 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.1 But how did NIVEAacquire 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.

The aim of the present termpaper is to explain how NIVEAreaches 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 brandcommunication

2 Definition anddifferentiation

It is essential to have a background of brands and communication to understand the following chapters. Therefore, the term definitions and differentiations are state there in accordance with the subject of the term paper.

2.1 Communication

For the termpaper, it is important to know what communication means in marketing.

In this context,it means the process of communication with customers and consumers. It involves the transmission of information and contents to influence, according to their aims, the attitude, expectations, and behaviour of the audience.2

2.2 Communication policy

The communication policy is about all decisions which concern the specific alignment of communication.

In this context,it means the process of communication with customers and consumers. It involves the transmission of information and contents to influence, according to their aims, the attitude, expectations, and behaviour of the audience.3

Communication policy is a marketing instrument. It is about all decisions concerning the specific alignment of communication. For example,one must be clear about when to communicate—always or onlyduring the introductory phase of the product? Where to communicate—regionally or globally?And,more importantly, how to communicate?

A communication policy, therefore, has different instruments like personal selling, sales promotion, direct-response marketing, and sponsorship.4 But the term paper focuses on the instrument of advertising onTV, radio, in newspapers, and magazines.

Advertising and communication policies in general have the same goals. One of the goals is to grab customer attention and inform them about productfeatures and performance aspects to differentiate between the competitors and win competitive advantages.5

Yet another important purpose is to influence and convince the buying public to buy the product.6

2.3 Brand

A brand is the amount of all associations consumers and costumers form about a product.7 These associationsare created by a unique name, logo, symbol or a combination of all of them. Its purpose is quick identification, high recognition, differentiation of competitors, transmission of information about company values, quality, and benefits the company offers.

2.4 Brandcommunication

Brand communication is an essential part of marketing communication.

Brand communication answers the following questions:

What brand should be communicated?

What values do we have to communicate and how do we communicate them?

What will the brand do for you? What are its benefits?

Which images, experiences, and emotions do we want to communicate to create a brand image?8

What is the target group we must communicate to?

A target group is the object that corporate communication should reach.9

The created brand design, skills, personality, benefits, and values provide information about the quality, performance and other attributes that offer safety and guarantee to customers,inducing them to buy the product. In addition, it makes a clear differentiation from the competitors’ products possible.10

In summary, the communication of companies aims to change attitudes, opinions, expectations, and behaviour in a special way to achieve important business goals like sales, turnover, profit, and image. Communication—especially brand communication—helps to win consumers and form a long term relationship. At the same time, the consumer, too, benefitsfrom brand communication by way of safety, orientation, information, and easy brand recognition.

3 NIVEA’s key factors for successful brand communication in advertising

The earlier chapter underlines that communication offers room for interpretation. Companies have to choose from several communication tools and have to answer a lot of questions in the process of drawing up a communication policy. It shows that effective marketing communication is not easy.

The following chapter shows how to correctly answerbrand communication questions of the previous chapter. NIVEAhas been used as an example because it is one of the most successful skin brands in the world for many years.

The author explains which keyfactors such as values, images, and benefits, NIVEAgenerally uses in its communication to ideally influence consumers’ understanding, attitude, and behaviour.

The first important aspect is the design of its brand name. Nivea is derived from Latin and means white as snow. The name was adopted because of the white colour of NIVEA’s oldest skincream and it creates a direct connection between the product and thebrand name.

The design considers the choice of the font and its colours as well. The colour white-blue and the clear and easy font are aesthetic and harmonious. It is proven that harmonious stimuli are better noticed.11 The next important aspect is the right choice of colour for a high recognition value. Therefore, NIVEA chooses a blue-whitecolour.

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Figure 1: NIVEA’s new brand logo Source : NIVEA Presseportal (2013)

The colours remind the consumer of the old and well-known NIVEA can. It gives the consumer in general and in front of store shelves a positive, familiar, intimate feeling.12 This feeling is reinforced by its colours because they convey important promises of general skincare. Blue is a colour that emphasizes freshness and care. The colour white symbolizes purity and delicacy.

Without seeing the brand name, the colourassociations allows a matching of the brand in short, furtive contacts and gives an orientation in front of store shelves. An analysisof the overall brand name design of simplicity and clarity shows the aim is to underline the care for everyone’s skin, irrespective of the skin colour, age class, gender, and culture. NIVEA’s simple, modest and unisex design addresses everyone.13 In addition,it allows its use in future as well because it never becomes unfashionable.Its direct language,devoid of details and flourishes,suggests honesty and authenticity as characteristics of Nivea products.14 The last aspect is the visibility of NIVEA’s brandname and brandlogo. It can easily be recognized in the foreground or is big enough to be seen in every advertisement. As a result, people at once know which brand is being advertised.

The next key factor is the clear and specific content of NIVEA’s advertisements.The more definite the content, the more can people understand and remember them. It is the only way to embed the contents in people’s memory, to recall them in front of the store shelves.15 However, it is not easy because the contents have to convey the advantages of the brand and the product, create interest, and address motives. It is better to choose specific characteristics instead of general values or promises. Quality, for example, is a general promise and does not succeed because today’s products have almost the same quality and are replaceable.

NIVEA answers and explains in every advertising its rational benefits and assurances for the consumer.16 Most of the time, it follows one and the same way: NIVEA repeats what the consumer gets by not using another product. In this case, the consumer gets soft care. The reasons are NIVEA’s experience over the years and the essential role of Nivea’s ingredients.17

Sometimes you find special examples of the rational benefit. One example is the NIVEA Q10 plus anti-age hand cream, which reduces the first signs of aging because the q10 levels in your skin decreases with age. So, with this special formulation, you can enrich your skin’s natural level of CoEnzyme q10.’ Another example is the daily essential refreshing facial wash gel that deeply invigorates the skin with Hydra IQ moisture technology’. On top of that, the rational benefit is almost always confirmed by many producttests and particularly by long-lasting experiences and the approval and trust of the consumer.18

NIVEA’s emotional appeal, benefit and attributes are the other reasons for its success in brand communication. It is proven that purchase decisions turn out to be more emotional than we think, because the process happens automatically.

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Figure 2: NIVEA advertisement Source: NIVEAwebpage (2014)

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Figure 3: NIVEA advertisement Source: NIVEAwebpage (2014)

NIVEA’s advertising always shows happy, satisfied, and sparkling people, families or couples. They are all keyimages that have an emotional appeal.

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Figure 4: NIVEA advertisement Source: NIVEA webpage (2014)

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Figure 5: NIVEA advertisement Source: NIVEA webpage (2014)

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Figure 6: NIVEA advertisement Source: NIVEA webpage (2014)

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Figure 7: NIVEA advertisement Source: NIVEA webpage (2014)

Clear images, vivid and descriptive examples, and concise details underline the advantages and benefits of the product and the brand itself.

They have a direct effect on the consumer because they create positive images in the mind. They affect their behaviour by triggering unconscious positive emotions in different ways.19 For example, the positive emotions allow a better absorption of productinformation. Besides, the positive images project a positive feeling onto the brand and product itself, with the result that attitudes and buying decisionsconcerning the product changes in a positive way.Nivea ensures the consumer has a positive feeling like balance, happiness, luck, and beauty.20 The attractive, happy, lucky, and beautiful people shown in advertisements illustrate the consumer reward, feeling, and impact on other people by using Nivea. Nivea highlights the feelings: “With the brand I feel beautiful and well cared for”, “With the brand I have an attractive force on other people”, etc.21 The characteristic of a carebrand is supported by soft, smoothly drawn images against a light blue background. It creates warmth and an ambience for a better favour, which is an important inducement to buy the product.22 The appeal to feelings and,at the same time, to sense is one of the most important competitive advantages.


1 cf. Beiersdorf, n.d.

2 cf. Bruhn 2010, p.3

3 cf. Bruhn 2010, p.3

4 cf. Burton et al. 2013, p.459

5 cf. Saxena 2009, p.377

6 cf. Bruhn 2010, p.24

7 cf. Koekemoer 2004, pp.92-95

8 cf. Bruhn, Esch, Lagner, 2009, p.532

9 cf. Bruhn 2010, p.6

10 cf. Egan 2007, pp.81-84

11 cf. Mast 2010, p. 303, Shimp 2010, p.79

12 cf. Beiersdorf, n.d.

13 cf. Beiersdorf, n.d.

14 cf. Bruhn,Esch,Lagner 2009, p.797

15 cf. Mast 2010, p.184

16 cf. Egan 2007, p.85

17 cf. McKinsey, Riesenbeck, Perey 2010, p.158

18 cf. McKinsey, Riesenbeck, Perey 2010, p.28

19 cf. Fill 2005, p.408

20 cf. Mast 2010, p.166

21 cf. McKinsey, Riesenbeck, Perey 2010, p.99

22 cf. Bruhn, Esch, Lagner 2009, p.526


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Title: Brand communication of NIVEA. How Nivea creates its brand and product awareness, popularity, and acceptance through selected aspects of its advertising