| Abstrakt: |
The purpose of this study is to investigate Nivea's ability to enhance its competitiveness by managing its brand portfolio. The authors also investigate the most important drivers of brand deletion propensity (Varadarajan, DeFanti, & Busch, 2005). The analysis suggests that in order to best manage Nivea as a global skin care brand focused on quality, care, mildness, reliability, and cost reasonability, Nivea Hair Care should be deleted from the brand portfolio, as it deviates too far from the skin care segment of other more strongly represented Nivea brands, such as Nivea Crème, Nivea Deodorant, and others. The extension of the Nivea name to consumer hair care products serves to dilute the excellent standing the brand name holds for exceeding quality in skin care by extending into a market that is too far from the core value proposition of skin care products. [ABSTRACT FROM AUTHOR] |
