Dove: the Evolution of a Brand Essay

1111 Words Apr 1st, 2012 5 Pages
Dove: The Evolution of a Brand

1. What is a brand? Why does Unilever want fewer of them?

Brands, as defined by Silk are names or symbols that marketers have introduced to make product differentiation concrete. Branding is a process by which both a brand and brand identity are developed and established on a market, it involves selecting and blending tangible and intangible attributes to differentiate the product, service, company or brand in a meaningful and compelling way. Brand Equity is the value created by the brand, measured by how much more the consumers are willing to pay for a product of a particular brand compared to the same product of a generic brand.
In February 2000, Unilever faced an important challenge. In the past
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This is when the brand developed a new concept with the “Campaign for Real Beauty”

3. How did Unilever organize to do product category management and brand management in Unilever before 2000? What was the corresponding structure after 2000? How was brand meaning controlled before 2000 and how is it controlled at the time of the case?
Before 2000, each brand was developed and managed locally, deriving in many resources being drained from the organization. A local brand manager for a small ice cream brand was in charge of setting a long term strategy as well as achieving the short term results.
The new Masterbrand strategy introduced in 2000, allowed Unilever´s marketing teams to reorganize into two branches. A Brand Development area ran the branding process. This group was in charge of creating brand messaging, innovation in the product category and brand health. They were accountable for the mid to long- term market share.
A Brand Building area based in each of the local markets was in charge of executing local strategies to bring the “brand to life“ in their marketplace but always keeping congruency with what the Brand Development team had established as key messages. They were in charge of hiring advertising agencies and media in order to achieve the growth, profit, cash flow and short-term market share for the brand.

4. Spend a little time searching blogs, using Google Blog Search,

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