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Fashion Brand Management

Nivea vs Dove

Brand Identity

Submitted By:

Shrey Gulati

MFM-III (2013-15)

Submitted To: Prof. Annaji Sarma

National Institute Of Fashion Technology, Hyderabad

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INTRODUCTION TO NIVEA

Nivea is a German brand marketed in India by NIVEA India Pvt. Ltd.

NIVEA India Pvt. Ltd, owner of the No.1 skin care brand in the world, started operations in

India in 2006, as a 100% affiliate of the global cosmetics & toiletries giant Beiersdorf AG

The Nivea brand, has been present in India for about 40 years but the subsidiary was set up

only in 2006.

This brand has a history of around 100 years. Nivea came into existence in the year 1911.

NIVEA is a brand icon with massive global appeal and an unparalleled history of success. It

all began in Hamburg, where NIVEA, the first-ever industrially produced oil-and-water-based

cream, was launched in December 1911. Today, NIVEA is the largest skin care brand in the

world*, and is available in approximately 200 countries. Awareness of NIVEA is virtually 100

percent in Germany, and European consumers trust it like no other skin care brand. This isconfirmed, for example, by the Readers Digest Most Trusted Brands 2013 study, in which

more than 18,000 male and female consumers from twelve European countries voted NIVEA

the most-trusted skin care brand for the twelfth year running. NIVEA has always stood for

extremely high, reliable quality, excellent value for money, and ease of use. Care, trust,

closeness, and credibility are the brands core values.

The legendary blue tin has been the guardian of NIVEAs brand values since 1925. It is the

face of the brand and consumers worldwide associate trust, closeness, and skin care

expertise with this icon. Now, Beiersdorf AG has developed a new, global design language

that consciously takes its inspiration from the famous blue tin. The new design translatesthe brand identity into a product, making NIVEAs successful core values accessible to

consumers and giving all products in all categories an even higher level of brand recognition.

Beiersdorf has continuously enhanced the NIVEA brand based on its global core values.

A large family of brands-Present Scenario

The systematic expansion of the NIVEA product range began some 20 years ago a

corporate strategy developed by Beiersdorf to respond to consumers changing wishes and

preferences and to their growing demand for special care products. Over time, NIVEA Cremedeveloped into a large brand family. Under the NIVEA brand umbrella, Beiersdorf

introduced product lines such as NIVEA MEN (since 1986), NIVEA Hair Care (1991), NIVEA

DEO (1991), NIVEA Body (1992), NIVEA SUN (1993), NIVEA FACE CARE (1993), NIVEA VITAL

(1994), NIVEA Bath Care (1996), and NIVEA Hand (1998).

BRAND ELEMENTS

Name: The brand has derived its name from the Latin word Nivius meaning "Snow White".

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LOGO: The dainty art nouveau design of the original NIVEA tin was replaced by a much

simpler look: The blue tin with the word NIVEA in white celebrated its debut in 1925.

NIVEAs visual identity:World-famous blue and white color combination.

NIVEA blue - is not just any old blue, but Ivocart NIVEA Blue B 65711

A special color mixed exclusively for NIVEA in a complex development process

Blue = sympathy, harmony, friendship and loyalty

White = external cleanliness as well as inner purity

Blue and White = ideal for honest and appealing brand

BRAND TAG LINE

Nivea Sun The New Nivea Sun Makes

The Sun Gentle

Nivea Visage - Get Fair, Stay Fair

Nivea Shower And Bath-delightfully

Gentle And Creamily Mild

Nivea Hair - Entire Care For Frequently

Washed Hair

NiveoDeo: Aqua & Cool-the Deo That

Even Cares For Your Skin

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BRAND IDENTITY

NIVEA primarily through NIVEA Crme had acquired a unique, widely-understood brand

identity as a caretaker of skin. Throughout Europe, most users were first introduced to

Nivea crme during their childhood learning that it was a product that could be used by the

entire family to satisfy all kinds of needs.

Because of consumers own personal history with the brand and the companys advertising,

NIVEA had become strongly associated with shared family experiences and had a rich set of

other brand associations such as care, mildness, reliability, gentleness, protection,

high quality, feeling good, and reasonably priced.

Over time, the NIVEA name became synonymous with protection and care for the skin.

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BRAND IDENTITY PRISM FOR NIVEA

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INTRODUCTION TO DOVE

Dove is a self-care brand which is owned by The Unilever and was established in

1930 by the Lever Brothers and Margarine Union.

Unilever is a leading manufacturer and marketer of food, drinks, cleaning products

and personal care products. It also branded Knorr, Lipton, Surf, Vaseline, Lux, AXE,

Ponds and Lifebuoy.

Dove has grown from a US-only soap to a global success today.

The brand targeted women firstly, with having almost young ladies as their

representatives in all the stores.

Later, It launched products for men as well resulting in a positive response which

was a great booze to the company.

BRAND VISIONDove is committed to helping all women realize their personal beauty potential and grow their

self-esteem by creating products that give real intensive care for their skin. Dove believes in real and

inner beauty,that it thinks should be important for every woman.

EVOLUTION OF THE BRAND DOVE

* 1940sFormula for Dove bar

* 1950s Refined to original Dove Beauty Soap

* 1960s Launched in the market in US.

* 1970s Popularity Increased as a SOFT soap

* 1980s Became leading brand along many other brands

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BRAND DYNAMICS OF DOVE

Bonding: Mass appeal to all segments; high patronage

Advantage: Better quality at affordable price

Performance: Mild, gentle, moisturizing

Relevance:Health and beauty

Presence:More than 80 countries

BRAND LOGO

Logo is a perfect representation of:

1. Softness

2. Gentleness

3. Sophistication

The image of dove or peace pigeon symbolizes the purity and softness of a dove in its

products.

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BRAND TAGLINE

The tagline changed from one-quarter cleansing cream to one-quarter moisturizing

cream

The tagline is also supported by the reinforced advertising campaigns which showmoisturizing milk being poured into the soap bar.

BRAND IDENTITY

DOVE primarily through DOVE Intensive Cream and moisturising soap had acquired a

unique, widely-understood brand identity as The Real Beauty. Throughout the world,

most users were first introduced to Dove during their childhood learning that it was a

product that could be used by every woman irrespective of their size, fit and height for

enhancing their personal beauty. It stands out get the real beauty in any woman.


Dove had become strongly associated with shared women experiences had a rich set of

other brand associations such as gorgeous, beautiful, attractive, graceful, smart, adorable,

elegant, poised, pretty and cute.

Over time, the DOVE name became synonymous with real beauty in women.

BRAND IDENTITY PRISM FOR DOVE

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COMPARISON OF NIVEA AND DOVE

NIVEA primarily through NIVEA Crme had acquired a unique, widely-understood brand

identity as a caretaker of skin. Throughout Europe, most users were first introduced toNivea crme during their childhood learning that it was a product that could be used by the

entire family to satisfy all kinds of needs.


NIVEA had become strongly associated with shared family experiences and had a rich set of

other brand associations such as care, mildness, reliability, gentleness, protection,

high quality, feeling good, and reasonably priced.

Over time, the NIVEA name became synonymous with protection and care for the skin.

Whereas,

DOVE primarily through DOVE Intensive Cream and moisturising soap had acquired a

unique, widely-understood brand identity as The Real Beauty. Throughout the world,

most users were first introduced to Dove during their childhood learning that it was a

product that could be used by every woman irrespective of their size, fit and height for

enhancing their personal beauty. It stands out get the real beauty in any woman.


Dove had become strongly associated with shared women experiences had a rich set of

other brand associations such as gorgeous, beautiful, attractive, graceful, smart, adorable,

elegant, poised, pretty and cute.

Over time, the DOVE name became synonymous with real beauty in women.

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HYPOTHETICAL BRAND: POISE

BRAND LOGO

INTRODUCTION TO POISE

Poise is not just about looking beautiful but also feeling beautiful; and understands the significance

of beauty and confidence as a harbinger of love in womans life. With a recent presence in the

market, Poise is a name synonymous with skin care to make you stand out in the crowd. It haspassionately led the way in understanding a womans skin care and beauty needs. It has cut across

age groups and skin care requirements.

Today Poise has spread its wings to cover anti- ageing, skin lightening, oil-control, moisturising and

other skin requirements. In addition, each range within the portfolio offers diverse set of options,

which include day creams, night creams, serums, masks, eye treatments, facial foams and more.

BRAND TAGLINE

Heads turn when she stands with poise! is the tagline for Poise brand.

BRAND IDENTITY

POISE primarily through POISE Moisturising Cream widely-understood brand identity as a

The Confident woman. Throughout the world, most users must be introduced to Poise as

product to bring back confidence in a woman and can be used by every woman irrespective

of their size, fit and height for enhancing their beauty and confidence. It stands out get the

real essence of being a womanin any woman.

Some of the attributes brand can be associated with are confident, poised, sexy, elegant

attractive, graceful, smart, alluring.

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BRAND IDENTITY PRISM FOR POISE

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REFERENCES

1. http://en.wikipedia.org/wiki/Dove_(toiletries)

2.

http://www.slideshare.net/laurafalotico/dove-brand-evolution?qid=e109e4b8-d790-43df-9e00-b7bc447a38ee&v=default&b=&from_search=3

3. http://www.slideshare.net/niteshluthra/dove-brand-analysis?qid=e109e4b8-d790-

43df-9e00-b7bc447a38ee&v=default&b=&from_search=1

4. http://www.slideshare.net/raaaiii/media-plan-of-dove?next_slideshow=1

5. http://www.unileverusa.com/brands-in-action/detail/Dove-/298217/

6. https://www.google.co.in/webhp?sourceid=chrome-

instant&ion=1&espv=2&ie=UTF-8#q=dove%20as%20a%20brand

7. http://www.studymode.com/subjects/brand-identity-prism-of-beauty-products-

page5.html

8.

http://www.slideshare.net/abidi512/nivea

9. http://www.slideshare.net/nikitasanghvi/brand-building-strategy-for-nivea

10.http://www.pinterest.com/shantanusengpta/brands-branding/
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