Loading presentation...

Present Remotely

Send the link below via email or IM


Present to your audience

Start remote presentation

  • Invited audience members will follow you as you navigate and present
  • People invited to a presentation do not need a Prezi account
  • This link expires 10 minutes after you close the presentation
  • A maximum of 30 users can follow your presentation
  • Learn more about this feature in our knowledge base article

Do you really want to delete this prezi?

Neither you, nor the coeditors you shared it with will be able to recover it again.


Make your likes visible on Facebook?

Connect your Facebook account to Prezi and let your likes appear on your timeline.
You can change this under Settings & Account at any time.

No, thanks

Dove Brand Evaluation

No description

Cassie Gonzalez

on 12 August 2014

Comments (0)

Please log in to add your comment.

Report abuse

Transcript of Dove Brand Evaluation

Dove's Personality
Dove as Policy
Ethical and social causes

Mission: Natural beauty is seen as a source of confidence

Supports raising women's self esteem
Dove's Real Beauty Campaign
The Evolution of Dove
Goodyear 1996
Charted Territory
Since 1879
What is Dove?
Dove is committed to helping women realize their
personal potential for beauty by engaging them
with products that deliver real care.

Dove as Reference
2004 -Campaign for Real Beauty
2005- Real Women in the Spotlight
2006 - Evolution
2007- Pro-Age
2010- Self Esteem Weekend
2013- Real Beauty Sketches
2014- Selfie #realbeautyis

Dove as an Icon
Dove's image is strong enough to stand on its own.

Symbolism of the Dove

Dove as Company
Negative Feedback
Brand as Reference
Brand as Personality
Brand as Icon
Brand as Company
Brand as Policy
"1/4 Moisturizing Cream"
Inconsistent Brand Values
"We meet everyday needs for nutrition, hygiene and personal care with brands that help people feel good, look good and get more out of life."
Not All-Inclusive
Consumers interact with the product to create additional value

Dove Truth Files
Actions Speak Louder Than Words
Toughness through masculinity

Intelligence through technology



Construct message carefully
Stand behind the policy in all aspects of the brand
Give consumers tangible cues of added value

"Just marketing?"
Aaker 1997
Baskin 2013
Full transcript