Family brand strategy
Nivea is a well-known example of the family strategy, in which a uniform brand is applied to several products. New products are related, are oriented to and benefit from the already established brand image and extend the positioning with new attributes – in the case of Nivea, for example, Nivea Men or Nivea Sun. Here, it is important not to stray too far from the brand core in order not to lose credibility and the customers’ trust in the brand values. With a successful strategy, the family brand strengthens new products and saves resources through synergies in communication.