1. What is a brand? Why does Unilever want fewer brands at the start of the case?
A brand is a name, term, design, symbol or another feature that distinguishes one seller’s product from another. It creates a defining voice for a product. Unilever wanted fewer products because they were world’s largest producer, but lacked a unified global identity. All brands were managed in a decentralized fashion. They had numerous low volume brands with mediocre performance compared to their competitors. The company’s brand portfolio had grown in a laissez-faire manner, so Unilever wanted to create a unified global identity.
Q2. What was Dove’s market positioning in the 1950’s? What is its positioning in 2007? And
Q3. Describe at least two different promotional strategies used by Dove in the case study - using 2 of the …show more content…
Many people have made their own YouTube videos explaining that if they would not have seen the dove sketch video, they wouldn’t have bought dove products. Some women also claimed that after watching the ad, they also started to think good about themselves. After spending some time searching what people have to say on Twitter, blogs, Facebook about dove, I can say that “Dove has managed to elevate from being a benefit focused brand to the purpose driven brand which always makes you create a bond with its consumers. Dove is no longer a soap at all from a portfolio standpoint and this brand message is strong enough to be the brand promise of the umbrella brand Dove” (D. Aaker). Also, I think it is a huge success in India as “the campaign has won numerous of awards and the company has raised its revenue from 2.5 billion $ to 5.8 billion $ after its launch. The key to Dove’s success is the dialogue the campaign creates with the consumers. It’s not just a product showcase but addresses the consumers directly asking them what they perceive as beautiful” (P.
A brand is a name, term, design, symbol or another feature that distinguishes one seller’s product from another. It creates a defining voice for a product. Unilever wanted fewer products because they were world’s largest producer, but lacked a unified global identity. All brands were managed in a decentralized fashion. They had numerous low volume brands with mediocre performance compared to their competitors. The company’s brand portfolio had grown in a laissez-faire manner, so Unilever wanted to create a unified global identity.
Q2. What was Dove’s market positioning in the 1950’s? What is its positioning in 2007? And
Q3. Describe at least two different promotional strategies used by Dove in the case study - using 2 of the …show more content…
Many people have made their own YouTube videos explaining that if they would not have seen the dove sketch video, they wouldn’t have bought dove products. Some women also claimed that after watching the ad, they also started to think good about themselves. After spending some time searching what people have to say on Twitter, blogs, Facebook about dove, I can say that “Dove has managed to elevate from being a benefit focused brand to the purpose driven brand which always makes you create a bond with its consumers. Dove is no longer a soap at all from a portfolio standpoint and this brand message is strong enough to be the brand promise of the umbrella brand Dove” (D. Aaker). Also, I think it is a huge success in India as “the campaign has won numerous of awards and the company has raised its revenue from 2.5 billion $ to 5.8 billion $ after its launch. The key to Dove’s success is the dialogue the campaign creates with the consumers. It’s not just a product showcase but addresses the consumers directly asking them what they perceive as beautiful” (P.