| Autor: |
Rogers, Chloe, DeFanti, Mark |
| Zdroj: |
Competition Forum; 2021, Vol. 19 Issue 1/2, p1-8, 8p |
| Abstrakt: |
The purpose of this study is to explore Beiersdorf AG's ability to enhance its global competitiveness by managing its brand portfolio and investigating the most important drivers of brand deletion propensity. The analysis suggests that in order to best manage Nivea as a global skin care brand, Nivea Hair Care and Nivea Q10 Skin Firming Cellulite Gel Cream should be deleted from the brand portfolio. The extension of the Nivea name to hair care products and questionable efficacy of Nivea Q10 Skin Firming Cellulite Gel Cream dilutes the brand equity that Nivea already possesses. In turn, greater resources can be devoted to Nivea for Men, Nivea Beauté and Nivea Sun. [ABSTRACT FROM AUTHOR] |
| Databáze: |
Supplemental Index |
| Externí odkaz: |
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