The paper "Brand Marketing of the Nivea" is a wonderful example of an assignment on marketing. What are the brand image and sources of equity for the Nivea brand? Lee, Lee, and Wu (2009) define a brand image as a brand’ s perception as reflected by brand association embedded in the consumer’ s memory. These associations refer to any brand feature within the user’ s memory. Basically, the brand image depicts the consumer’ s feelings and thoughts towards the brand. In other words, brand image is the general mental image that consumers have regarding a particular brand.
Incidentally, it refers to how unique a product is in comparison to other products in the same line. It can thus be deduced that Nivea’ s brand image is that it is a cosmetic product referred to as “ Nivea. ” The brand image is more often than not determined by several factors that entail; a stereotype of the generalized consumers or the typical consumers of the brand. Similarities among consumers, therefore, can be identified as a key factor that attracts customers to a company or to a brand (Karaosmanoglu, Bas, & Zhang, 2010). Sources of equity for Nivea’ s brand image can be ascertained through the common brand equity assets which are; brand awareness, brand loyalty, brand association, perceived quality, and other proprietary brand assets.
Since brand equity is a multidimensional theory, past studies have various suggestions for measuring its dimensions. Some entail brand association and brand equity. There is also brand knowledge that entails brand image and brand awareness. Among the five assets of brand equity, it is extremely difficult in an experiment to manipulate a consumer’ s perception. Along the same line, other proprietary brand assets such as assets cannot be measured easily.
Studies, therefore, use brand association, brand loyalty, and perceived quality as the measurements of brand equity (Lee, Lee & Wu, 2009). To this end, the sources of equity of the Nivea brand image are drawn from the assets of brand equity highlighted above. That is; brand association, brand loyalty, and perceived quality. First, there is the element of brand association. A brand association can be classified into three major categories. These include attributes such as price; benefits, that is, what consumers think of the product; and attitudes, that is, the consumer’ s overall analysis of the brand (Lee, Lee, & Wu, 2009).
A strong brand association can assist to strengthen brand and equity. Brand loyalty can also be deemed as another source of equity for the Nivea brand. This is based on the fact that a brand’ s loyalty can be converted into profit. That is, brand loyalty amplifies a repetitive purchase trend from the consumers and discourages them from changing to other brands. Then there is the element of perceived quality, which refers to the consumer’ s perception of a product’ s overall quality (Lee, Lee, & Wu, 2009).
This is apparent basing on the fact that Nivea is an established brand which implies that consumers perceive it as a high-quality product.