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Dove Brand Evaluation

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by

Cassie Gonzalez

on 12 August 2014

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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
Differentiation:
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
Unbranded

Dove as Company
Negative Feedback
Recommendations
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
Ruggedness
Toughness through masculinity
Competence

Intelligence through technology
Sophistication

Charm
through
femininity
Sincerity
Excitement
Honest
Cheerful

Daring
Spirited

#beautyis
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