Dove: Evolution of a Brand
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-508047-E
Format: PDF
Number of pages: 13
Publication Date: Oct 10, 2007
Language: English, Spanish
Review date: Mar 25, 2008
What material is included in this case:
Description
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.
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Year: Event Year Start:2007
Geographic Setting: Geographic Setting:United States
Industry Setting: Industry Setting:Personal care products
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