In this assignment three German companies are presented, their brand portfolios are described and the architecture is analysed. Finally, the impact on the companies’ success is evaluated. The three German companies covered in this assignment are the BMW Group, NIVEA and DHL.
The BMW Group
The BMW Group differentiates itself with the help of brand strategies. 1916 BMW started off as a manufacturer of airplane engines. Due to the quality of their products the company achieved an excellent name and status within the industry. 1928 BMW started to operate in the car manufacturing industry. Today the company is operating under its official name, the BMW Group. The BMW Group is an owner of a brand portfolio that includes three brands: BMW, MINI and …show more content…
Beiersdorf’s brand portfolio contains several brands: Nivea, La Prairie, Labello, 8x4, Eucerin Hansplast/Elastoplast and Florena. Because the NIVEA brand is best known, it is used as an umbrella brand for broad skin care and personal care. NIVEA, La Parairie, Eucerin, Hansaplast and Florena have a few sub-brands, whereas NIVEA has fifteen sub-brands which each extends the brand to meet the specific needs of the customer based on age, gender and functional benefits. The sub-brands of NIVEA are: NIVEA Cream, NIVEA Deodorant, NIVEA Hair Care, NIVEA Baby and NIVEA for Men, to name a few. Sub-brands of Eucerin and Florena include body care, foot care, face care, hair care, deodorant, hand care, sun care and Anti …show more content…
The costs of developing new brands are minimal, when one has created a good image and great efficiencies in packaging & production, labelling & marketing in addition to reduced risk. Simultaneously, consumers are guaranteed varieties of products. The rapid growth of the NIVEA brand is reinforced by high customer satisfaction.
DHL:
DHL operates under the corporation Deutsche Post DHL Group. This structure intends to better distinguish the brands, Deutsche Post and DHL, from the Group name. In addition, structure of the various divisions and brands should be elevated. As part of renaming the Post - eCommerce - Parcel division, Deutsche Post DHL Group has adjusted the brand architecture (Deutsche Post DHL Group Annual Report 2014). The brands referred to figure 4 are just some of those belonging to the Group.
Using the sub-branding structure DHL creates clearly defined market segments:
Figure 4: DHLs Brand architecture (Source: Deutsche Post DHL Group Annual Report
The BMW Group
The BMW Group differentiates itself with the help of brand strategies. 1916 BMW started off as a manufacturer of airplane engines. Due to the quality of their products the company achieved an excellent name and status within the industry. 1928 BMW started to operate in the car manufacturing industry. Today the company is operating under its official name, the BMW Group. The BMW Group is an owner of a brand portfolio that includes three brands: BMW, MINI and …show more content…
Beiersdorf’s brand portfolio contains several brands: Nivea, La Prairie, Labello, 8x4, Eucerin Hansplast/Elastoplast and Florena. Because the NIVEA brand is best known, it is used as an umbrella brand for broad skin care and personal care. NIVEA, La Parairie, Eucerin, Hansaplast and Florena have a few sub-brands, whereas NIVEA has fifteen sub-brands which each extends the brand to meet the specific needs of the customer based on age, gender and functional benefits. The sub-brands of NIVEA are: NIVEA Cream, NIVEA Deodorant, NIVEA Hair Care, NIVEA Baby and NIVEA for Men, to name a few. Sub-brands of Eucerin and Florena include body care, foot care, face care, hair care, deodorant, hand care, sun care and Anti …show more content…
The costs of developing new brands are minimal, when one has created a good image and great efficiencies in packaging & production, labelling & marketing in addition to reduced risk. Simultaneously, consumers are guaranteed varieties of products. The rapid growth of the NIVEA brand is reinforced by high customer satisfaction.
DHL:
DHL operates under the corporation Deutsche Post DHL Group. This structure intends to better distinguish the brands, Deutsche Post and DHL, from the Group name. In addition, structure of the various divisions and brands should be elevated. As part of renaming the Post - eCommerce - Parcel division, Deutsche Post DHL Group has adjusted the brand architecture (Deutsche Post DHL Group Annual Report 2014). The brands referred to figure 4 are just some of those belonging to the Group.
Using the sub-branding structure DHL creates clearly defined market segments:
Figure 4: DHLs Brand architecture (Source: Deutsche Post DHL Group Annual Report