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来源：百度知道 编辑：UC知道 时间：2024/05/04 09:53:41
Cosmed worked with agencies FCB and TBWA to develop the marketing conceptsand ad executions. In each market, they implemented ‘perfect local execution’ with local agency affiliates. For example, the models or language may change so the NIVEA brand appears local but the content remains consistent. As Norbert Krapp,NIVEA’s Vice President of skin care, stated: “Pictures travel, words don’t”.
The company also printed a booklet for internal use detailing its brand philosophy,called the ‘Blue Bible’. This Blue Bible contained basic information about NIVEA’sbrand identity, vision, mission, success factors, and the role of its sub-brands. The Blue Bible also provided guidelines for products, packaging, communication,promotion, public relations, direct marketing, and pricing. Norbert Krapp referred to the Blue Bible as “the best [branding step] we did in recent years”, calling it the “keyanchor” for all brand decisions.
NIVEA also built a NIVEA Club in Austria in 1995. For
The company also printed a booklet for internal use detailing its brand philosophy,called the ‘Blue Bible’. This Blue Bible contained basic information about NIVEA’sbrand identity, vision, mission, success factors, and the role of its sub-brands. The Blue Bible also provided guidelines for products, packaging, communication,promotion, public relations, direct marketing, and pricing. Norbert Krapp referred to the Blue Bible as “the best [branding step] we did in recent years”, calling it the “keyanchor” for all brand decisions.
NIVEA also built a NIVEA Club in Austria in 1995. For
Cosmed与机构博达大桥和TBWA制定的营销conceptsand广告处决。在每一个市场，他们实施'完美的地方执行'与地方机构的附属公司。例如，模型或语言可能会改变，使品牌的妮维雅地方出现的内容，但仍然是一贯的。正如诺伯特克拉普，妮维雅的副总裁皮肤护理，指出： “电影旅行，没有的话。 ”
该公司还印制了一本小册子，供内部使用，详细说明其品牌理念，所谓的'蓝圣经' 。这蓝圣经所载的基本信息NIVEA'sbrand身份，抱负，使命，成功的因素，作用及其分品牌。蓝圣经还提供了准则的产品，包装，通讯，宣传，公共关系，直接营销和定价。诺伯特克拉普提到蓝圣经为“最佳[品牌一步]我们没有在最近几年” ，称这是“ keyanchor ”的所有品牌的决定。
妮维雅还兴建了妮维雅在奥地利俱乐部在1995年。每年会员费约10美元，成员收到季刊， 4至6个新产品的样品，并生日礼物。类似妮维雅俱乐部，妮维雅开幕
妮维雅护理中心在南非，并计划开设第一家“妮维雅店”在德国汉堡，在2006年。