Case Study Analysis of Dove

Running Head: DOVE CASE STUDY
CASE STUDY ANALYSIS OF DOVE

DOVE CASE STUDY
This case examines the evolution of the Dove brand positioning from a functional brand to a
brand with a point of view. It also examines the evolution of brand building tools from broadcast
media, which permit tight control of message content, to digital media in which the content of
communication is only partly under the control of the marketer.
Please indicate whether the following statements about Unilever's brand management structure
are TRUE or FALSE.
True False
Unilever's brand management
structure changed in 2000
Answer:
True
Brand development team was
responsible for global brand
planning
Answer:
False
Brand building team was
responsible for building brands in
specific geographies
Answer:
True
Brand development team was
responsible for the brand's cash
flow
Answer:
False
Brand builders primarily reported
to the global brand manager
Answer:
False
Please indicate whether the following statements about Dove brand are True or False.
False
Dove brand's core
positioning changed
several times between
1957 and 2000
False
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DOVE CASE STUDY
False
Answer:
The Real Beauty
campaign launched in
early 2000 completely
changed the original
brand associations of
Dove
Answer:
True
Written Answer:
What was the key customer insight behind the Real Beauty campaign?
If you were the global brand manager of Dove in 2007, what changes would you make to
Dove's brand strategy to continue its growth in the next five years?
Dove in the early 2000s began searching for a way to revive the brand, which was facing
stringent competition in the market (Deighton, 2008). Edelman, the PR agency surveyed 3,000
women in 10 countries for learning regarding women’s interests and priorities. The report
revealed 2% of women interviewed considered themselves beautiful, which served as an
opportunity for Dove. They initiated a campaign regarding beauty beyond the introduction of
body wash and shampoo. The key customer insight that Dove utilized behind the Real Beauty
campaign was tapping women to think and feel regarding their beauty. The Campaign had
received 1.5 million visitors. Some critics of the brand claim that the branding concept proposed
by the Company was not real. Unilever had several products that objectified women in their
advertisement, hence the search for real beauty for Dove was considered not authentic in nature.
Creating billboards by campaigning for beauty, Dove attracted women visitors, who were
interested to talk regarding the topic. Dove aimed at celebrated the natural physical variation of
all women and to make them feel comfortable regarding themselves. The concept of beauty
earlier than the Dove campaign included an image of perfection in physical and facial
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