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Dove Brand Evaluation
Transcript of Dove Brand Evaluation
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
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
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
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."
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