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Case

Evolution of a Brand (Spanish version)

By Deighton, John

Marketing

Examines the evolution of Dove from functional brand to a brand with a point of view after Unilever designated it as a masterbrand, and expanded its portfolio to cover entries into a number of sectors beyond the original bath soap category. The development causes the brand team to take a fresh look at the cliches of the beauty industry. The result is the controversial Real Beauty campaign. As the campaign unfolds, Unilever learns to use the Internet, and particularly social network media like YouTube, to manage controversy.

Collection: HBSP (USA)

Ref: HBS-508S16

Format: PDF

Number of pages: 15

Publication Date: Oct 10, 2007

Language: Spanish, English

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Description

Year: 2007

Geographic Setting: United States

Industry Setting: Personal care products

Evolution of a Brand (Spanish version)

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Evolution of a Brand (Spanish version)

What material is included in this case:

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Evolution of a Brand (Spanish version)

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