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

Seminar paper from the year 2015 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, grade: 1,0, , language: English, abstract: 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.