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NIVEA: MANAGING A MULTI-CATEGORY BRAND1 NIVEA, one of the oldest and biggest cosmetic brands in the world has successfully transformed itself from a single skin care brand…

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1 NIVEA: MANAGING A MULTI-CATEGORY BRAND1 BACKGROUND As 2005 drew to a close, executives at Beiersdorf’s (BDF) Cosmed division reflected on the growth of their Nivea brand…

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1 NIVEA: MANAGING A MULTI-CATEGORY BRAND1 BACKGROUND As 2005 drew to a close, executives at Beiersdorf’s (BDF) Cosmed division reflected on the growth of their Nivea brand…