The Nivea Book Offers a Look into the Brand's Marketing Strategy
Katherinev123 — August 26, 2011 — Fashion
References: nivea-international & popsop
Those curious about Nivea’s road to success should get their hands on the newly launched Nivea book, a 176-page tome celebrating the skincare brand’s 100th anniversary.
An addition to the brand’s celebrations, which kicked off earlier this year with the ‘100 Years Skincare for Life’ campaign, the Nivea book will provide people with insight into how the brand achieved success around the world. First introduced in Germany, the Nivea brand has now, according to Popsop, won the hearts of more than 200 countries. The book itself is filled with facts about the brand and its products as well as photos and prints of marketing materials that advertised its many skincare offerings.
The Nivea Book, which is available in German and English, also features written contributions from guest writers such as Harvard Business School’s Geoffrey Jones and University of Basel’s Manfred Bruhn.
An addition to the brand’s celebrations, which kicked off earlier this year with the ‘100 Years Skincare for Life’ campaign, the Nivea book will provide people with insight into how the brand achieved success around the world. First introduced in Germany, the Nivea brand has now, according to Popsop, won the hearts of more than 200 countries. The book itself is filled with facts about the brand and its products as well as photos and prints of marketing materials that advertised its many skincare offerings.
The Nivea Book, which is available in German and English, also features written contributions from guest writers such as Harvard Business School’s Geoffrey Jones and University of Basel’s Manfred Bruhn.
Trend Themes
1. Brand History Books - More brands will create books that document their history as a way to engage customers and promote their brand image.
2. Marketing Through Storytelling - There will be a shift towards brands using storytelling as a marketing strategy to connect with customers on an emotional level.
3. Nostalgic Marketing - Brands will tap into customers' nostalgia to create emotional connections and promote loyalty.
Industry Implications
1. Skincare & Beauty - Skincare and beauty companies will create brand history books to showcase their products and engage customers.
2. Marketing & Advertising - Marketing and advertising agencies will focus on helping companies tell their brand story and create emotional connections with their customers.
3. Publishing - Publishing companies will see an increase in demand for brand history books as more companies seek to document their history and build their brand image.
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