brand audit with recommendations

POINTS OF PARITY

POINTS OF DIFFERENCE POINTS OF DIFFERENCE

ATTRIBUTESBENEFITS

“FRESH & CLEAN”RELIABILITY

STYLISH & SPORTYINDIVIDUALISMUPBEAT LIFESTYLE

CARING & SELFLESSCOLLECTIVISM

FAMILY ORIENTED

KEY BRANDING ISSUES

LESS PRESENT MORE PRESENT

HIGHLY COMPETITIVE

MARKET

LESS LOYALTRANSITIONWEAK ASSOCIATIONS

LOYALMATURE

STRONG ASSOCIATIONS

BRAND VALUES BRAND ELEMENTS MARKETING PROGRAMS SECONDARY ASSOCIATIONS TAKEAWAYS

BRAND HIERARCHY BRAND ELEMENTS

MARKETING PROGRAMS

SECONDARY ASSOCIATIONS

SOLUTIONS

BRAND VALUES BRAND ELEMENTS MARKETING PROGRAMS SECONDARY ASSOCIATIONS TAKEAWAYS

INDIVIDUALITY SOPHISTICATION

RELIABILITY ACTIVE

BRAND VALUES

BRAND VALUES BRAND ELEMENTS MARKETING PROGRAMS SECONDARY ASSOCIATIONS TAKEAWAYS

INDIVIDUALITY

IT STARTS WITH YOU

TAKE CARE OF

YOURSELF

BRAND VALUES BRAND ELEMENTS MARKETING PROGRAMS SECONDARY ASSOCIATIONS TAKEAWAYS

INDIVIDUALITY

IT STARTS WITH YOU

TAKE CARE OF

YOURSELF

BRAND VALUES BRAND ELEMENTS MARKETING PROGRAMS SECONDARY ASSOCIATIONS TAKEAWAYS

INDIVIDUALITY

IT STARTS WITH YOU

TAKE CARE OF YOURSELF

CONQUER YOURSELF BEFORE

CONQUERING THE WORLD

CONQUER YOURSELF BEFORE

CONQUERING THE WORLD

BRAND VALUES BRAND ELEMENTS MARKETING PROGRAMS SECONDARY ASSOCIATIONS TAKEAWAYS

SPORTS• EXCITEMENT & ACTIVE ASSOCIATION

SCIENCE• REINFORCE RELIABILITY ASSOCIATION

SOPHISTICATION• WELL GROOMED ASSOCIATION

BRAND VALUES BRAND ELEMENTS MARKETING PROGRAMS SECONDARY ASSOCIATIONS TAKEAWAYS

EXTEND THE PRODUCT USE IN THE LIFE OF THE CONSUMER

SPORTS• EXCITEMENT & ACTIVE ASSOCIATION

SCIENCE• REINFORCE RELIABILITY ASSOCIATION

SOPHISTICATION• WELL GROOMED ASSOCIATION

BRAND VALUES BRAND ELEMENTS MARKETING PROGRAMS SECONDARY ASSOCIATIONS TAKEAWAYS

BRAND VALUES BRAND ELEMENTS MARKETING PROGRAMS SECONDARY ASSOCIATIONS TAKEAWAYS

CONVENIENCEEASIER FOR RECALL &

RECOGNITIONCONSISTENCY REFLECTIVE OF

BRAND VALUESSECONDARY

ASSOCIATIONS

BRAND VALUES BRAND ELEMENTS MARKETING PROGRAMS SECONDARY ASSOCIATIONS TAKEAWAYS

SPORT I

NEW

BRAND VALUES BRAND ELEMENTS MARKETING PROGRAMS SECONDARY ASSOCIATIONS TAKEAWAYS

SPORT II

NEW

BRAND VALUES BRAND ELEMENTS MARKETING PROGRAMS SECONDARY ASSOCIATIONS TAKEAWAYS

SPORT III

NEW

BRAND VALUES BRAND ELEMENTS MARKETING PROGRAMS SECONDARY ASSOCIATIONS TAKEAWAYS

BRAND VALUES BRAND ELEMENTS MARKETING PROGRAMS SECONDARY ASSOCIATIONS TAKEAWAYS

ORIGINAL

NEW

BRAND VALUES BRAND ELEMENTS MARKETING PROGRAMS SECONDARY ASSOCIATIONS TAKEAWAYS

SENSITIVE

NEW

BRAND VALUES BRAND ELEMENTS MARKETING PROGRAMS SECONDARY ASSOCIATIONS TAKEAWAYS

SILVER

NEW

BRAND VALUES BRAND ELEMENTS MARKETING PROGRAMS SECONDARY ASSOCIATIONS TAKEAWAYS

SILVER

NEW

SILVER

BRAND VALUES BRAND ELEMENTS MARKETING PROGRAMS SECONDARY ASSOCIATIONS TAKEAWAYS

NEW

BRAND VALUES BRAND ELEMENTS MARKETING PROGRAMS SECONDARY ASSOCIATIONS TAKEAWAYS

NEW

AGE: 18-30PLAYS SPORTSSTRONG & FIT IMAGE

AGE: 18+SENSITIVE SKINCARES ABOUT SELF-IMAGE

AGE: 25-45WORKING PROFESSIONALTRAVELER

BRAND VALUES BRAND ELEMENTS MARKETING PROGRAMS SECONDARY ASSOCIATIONS TAKEAWAYS

PHARMACIES

SUPERMARKETS

DEPARTMENT STORES

PLACE

BRAND VALUES BRAND ELEMENTS MARKETING PROGRAMS SECONDARY ASSOCIATIONS TAKEAWAYS

NEW PLACE

HOTSPOTS

GYMS

SWIMMING POOLS

SKI RESORTS

BRAND VALUES BRAND ELEMENTS MARKETING PROGRAMS SECONDARY ASSOCIATIONS TAKEAWAYS

VENDING MACHINES

NEW PLACE

BRAND VALUES BRAND ELEMENTS MARKETING PROGRAMS SECONDARY ASSOCIATIONS TAKEAWAYS

VENDING MACHINES

NEW PLACE

BRAND VALUES BRAND ELEMENTS MARKETING PROGRAMS SECONDARY ASSOCIATIONS TAKEAWAYS

POINT OF PURCHASE SHELVES

NEW PLACE

BRAND VALUES BRAND ELEMENTS MARKETING PROGRAMS SECONDARY ASSOCIATIONS TAKEAWAYS

PRICE

$5.50 $0.75500ML 35ML

BRAND VALUES BRAND ELEMENTS MARKETING PROGRAMS SECONDARY ASSOCIATIONS TAKEAWAYS

KIT

NEW

BRAND VALUES BRAND ELEMENTS MARKETING PROGRAMS SECONDARY ASSOCIATIONS TAKEAWAYS

KIT

NEW

IT TRAVELS WITH YOU $18

BRAND VALUES BRAND ELEMENTS MARKETING PROGRAMS SECONDARY ASSOCIATIONS TAKEAWAYS

PROMOTION

SPORTS CAMPAIGN

SENSITIVE CAMPAIGN

TRAVELS WITH YOU

CONQUER YOURSELF

1. SOPHISTICATION2. SCIENCE

3. ACTIVE LIFESTYLE

NEW

ACTIVE LIFESTYLE + ENGAGEMENT

BRAND VALUES BRAND ELEMENTS MARKETING PROGRAMS SECONDARY ASSOCIATIONS TAKEAWAYS

BRAND VALUES BRAND ELEMENTS MARKETING PROGRAMS SECONDARY ASSOCIATIONS TAKEAWAYS

NEW

SCIENCE + EMPOWERMENT

NEW

SOPHISTICATION + LOYALTY

BRAND VALUES BRAND ELEMENTS MARKETING PROGRAMS SECONDARY ASSOCIATIONS TAKEAWAYS

BRAND VALUES BRAND ELEMENTS MARKETING PROGRAMS SECONDARY ASSOCIATIONS TAKEAWAYS

IT TRAVELS WITH YOU CAMPAING

1. CEMENT SOPHISTICATION + ACTIVE ASSOCIATION

2. TARGET SPORT USERS

SPORTS CAMPAIGN

GOALS

BRAND VALUES BRAND ELEMENTS MARKETING PROGRAMS SECONDARY ASSOCIATIONS TAKEAWAYS

IT TRAVELS WITH YOU CAMPAING

1. CEMENT ACTIVE ASSOCIATION

2. TARGET SPORT USERS

SPORTS CAMPAIGN

BRAND VALUES BRAND ELEMENTS MARKETING PROGRAMS SECONDARY ASSOCIATIONS TAKEAWAYS

SAMPLES ON SLOPES NIVEA AFTER-SKI PARTIES

SKI PROMOTION

BRAND VALUES BRAND ELEMENTS MARKETING PROGRAMS SECONDARY ASSOCIATIONS TAKEAWAYS

SAMPLES AT POOLS NIVEA POOL PARTIES

SWIM PROMOTION

BRAND VALUES BRAND ELEMENTS MARKETING PROGRAMS SECONDARY ASSOCIATIONS TAKEAWAYS

SKI & SWIM COMPETITIONS MONTREAL IMPACT SOCCER

SPONSORSHIPS

BRAND VALUES BRAND ELEMENTS MARKETING PROGRAMS SECONDARY ASSOCIATIONS TAKEAWAYS

IT TRAVELS WITH YOU CAMPAING

1. CEMENT SOPHISTICATION + ACTIVE ASSOCIATION

2. TARGET SILVER USERS

IT TRAVELS WITH YOU CAMPAIGN

GOALS

BRAND VALUES BRAND ELEMENTS MARKETING PROGRAMS SECONDARY ASSOCIATIONS TAKEAWAYS

IT TRAVELS WITH YOU CAMPAING

1. CEMENT SOPHISTICATION

2. TARGET SILVER USERS

IT TRAVELS WITH YOU CAMPAIGN

BRAND VALUES BRAND ELEMENTS MARKETING PROGRAMS SECONDARY ASSOCIATIONS TAKEAWAYS

IT TRAVELS WITH YOU CAMPAING

STEP 1: NATURAL CLEAN CONTEST

IT TRAVELS WITH YOU CAMPAIGN

ENGAGE

BRAND VALUES BRAND ELEMENTS MARKETING PROGRAMS SECONDARY ASSOCIATIONS TAKEAWAYS

IT TRAVELS WITH YOU CAMPAING

STEP 1: NATURAL CLEAN CONTEST

IT TRAVELS WITH YOU CAMPAIGN

ENGAGE

BOOTHS AT AIRPORTSINTERACTSTEP 2:

BRAND VALUES BRAND ELEMENTS MARKETING PROGRAMS SECONDARY ASSOCIATIONS TAKEAWAYS

IT TRAVELS WITH YOU CAMPAING

STEP 1: NATURAL CLEAN CONTEST

IT TRAVELS WITH YOU CAMPAIGN

ENGAGE

BOOTHS AT AIRPORTSINTERACTSTEP 2:

BANNERREMINDSTEP 3:

BRAND VALUES BRAND ELEMENTS MARKETING PROGRAMS SECONDARY ASSOCIATIONS TAKEAWAYS

SENSITIVE CAMPAIGN

SENSITIVE

CHALLENGE

TRIUMPH

ACTIVE

3-IN-1 SHOWER GELS

ADRENALINE

DEODORANT

NIVEA MENIT STARTS WITH

YOU

SPORT LINE

BRAND VALUES BRAND ELEMENTS MARKETING PROGRAMS SECONDARY ASSOCIATIONS TAKEAWAYS

ACTIVE LIFESTYLE

RELIABILITY

SPORT

MODEL OF EXCELLENCE

ACTIVE LIFESTYLE

LEADERSHIPMOTIVATOR

ADRENALINE

RESPONSIBILITY

NIVEA MENIT STARTS WITH

YOU

SOCCER CAPTAINACTIVE

SPORT

BRAND VALUES BRAND ELEMENTS MARKETING PROGRAMS SECONDARY ASSOCIATIONS TAKEAWAYS

BRAND VALUES BRAND ELEMENTS MARKETING PROGRAMS SECONDARY ASSOCIATIONS TAKEAWAYS

NIVEA MENIT STARTS WITH

YOU

SOPHISTICATION

SILVER LINE

CLASSY

STEELTRENDY

CARBON FIBER

PERFORMANCE AMBITION

SUCCESS

ACTIVE

PROFESSIONALSILVER

NIVEA MENIT STARTS WITH

YOU

SOPHISTICATION

SPECIALIZEDGROOMING

TRENDY

FORWARD DRIVEN

AMBITION

SUCCESSFUL

PROFESSIONAL

WORK-LIFE BALANCE

HARD-WORKING

WORKPROFESSIONAL

BRAND VALUES BRAND ELEMENTS MARKETING PROGRAMS SECONDARY ASSOCIATIONS TAKEAWAYS

SILVER

BRAND VALUES BRAND ELEMENTS MARKETING PROGRAMS SECONDARY ASSOCIATIONS TAKEAWAYS

NIVEA MENIT STARTS WITH

YOU

RELIABILITY

ALL LINES

SOOTHING

MOISTURIZER

FUNCTIONALTIMELESS

PROTECTION

RELIABLE

LOTION

CLASSIC

SCIENCE

TRUST

ALL LINES

BRAND VALUES BRAND ELEMENTS MARKETING PROGRAMS SECONDARY ASSOCIATIONS TAKEAWAYS

SPORTS• PERFORMANCE, EXCITEMENT, LEADERSHIP

SENSITIVE AND ORIGINAL• TRUSTED, MOISTURIZING, PROTECTION

SILVER• PROFESSIONAL, AMBITIOUS, CONFIDENT

BRAND VALUES BRAND ELEMENTS MARKETING PROGRAMS SECONDARY ASSOCIATIONS TAKEAWAYS

RELIABLE, EXCITING, & SOPHISTICATED

SPORTS• PERFORMANCE, EXCITEMENT, LEADERSHIP

SENSITIVE AND ORIGINAL• TRUSTED, MOISTURIZING, PROTECTION

SILVER• PROFESSIONAL, AMBITIOUS, CONFIDENT

BRAND VALUES BRAND ELEMENTS MARKETING PROGRAMS SECONDARY ASSOCIATIONS TAKEAWAYS