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Running Head: Dove: Evolution of a Brand Case Study 1

Dove: Evolution of a brand Case Study


Denny Soler-Alemañy

Johnson & Wales University

Dove: Evolution of a Brand Case Study 2

Dove: Evolution of a brand

Please answer these 4 questions, having read and understand the Dove case study. Remember in
order to receive full marks for the case study you need to underpin your answer with appropriate
reading and other research.
1. Why does Unilever want to reduce the size of its brand portfolio?
Unilever wanted to reduce the size of the brand portfolio because the brand lacked a defined
global identity. Dove had 1,600 brands in their portfolio and Unilever wanted to consolidate
them to embark on a “Path to Grow”. The brand portfolio was so massive that managing those
brands decentralized. Each manager of each brand was of each geographic region was marketing
them differently. Unilever wanted to unite the brand globally and made 400 Masterbrand that
will help in cooperation between the different global markets.
2. What was the brand management strategy in place before 2000 and how was it altered
during the time-frame of the case study?
In 2000, the brand marketing was similar to the competitors. They wanted to know the brand
management system. Most products used to compete with each other because most of the brand
used to be separate businesses in the same company. Also, in the 2000 Unilever separated the
responsibility of the brand in two groups. One group was in charge of the development of the
brand and the other group was in charge of building the brand in the specific market. There were
different alterations during the time frame that this case study was done. In September 2007, the
Landor Associates identify Dove as one of the 10 brans with high business value for three
consecutive years. Everything was possible for the innovations of Unilever during his time.
3. Discuss the Dove brand positioning strategy in the 1950's versus its positioning at the end
of the case study time-frame?
In the 1950s, the company’s positioning strategy was to market a soap that does not dry the
skin. They wanted to market the soap as a cleansing cream, but eventually, cleansing change to
moisturizing, and Dove decided to focus on the moisturizing benefit of the soap. Because there
was dermatological evidence that Dove moisturizer will not dry your skin like regular soap they
manage to market it like it was not soap. This marketing technique worked for them for more
than 40 years, and it was beneficial for the company.
In 2007, Dove’s market positioning was a number one cleansing brand in the health and
beauty sector in the world. Before 2007, in the 2000s, Unilever wanted Dove as a Masterbrand.
To do this he established a meaning for Dove that could be applied to an extent of products. To
accomplish this task of making Dove a point of view, Dove began the campaign of Real Beauty.
There was a lot of research involved in this campaign that the research found that beauty
advertising and packaging created standards for women. Dove changes the idea of beauty, and
market a functional product.
4. Using contemporary digital media, develop a sense of what people are saying about Dove
today. How should consumers perceive the brand in 2018?
Using contemporary digital media made Dove more accessible to people and consumers.
People like the approach that Dove is doing to make is a more unisex brand. Recently, they
Dove: Evolution of a Brand Case Study 3

started to market to men, and their products are selling increasing the number of consumers, In
my case, I perceive Dove as a brand that is trying to reach people and to take care of its
consumers in the care of their health.
Dove: Evolution of a Brand Case Study 4


Deighton, J. (2018). Dove: Evolution of a Brand. [online] Available at: [Accessed 10 May 2018].

Jeffers, M. (2018). Behind Dove's 'Real Beauty'. [online] Available at: [Accessed 10

May 2018].