Dove Case Study

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

A brand is the customer's experience of the product that is formed by images and thoughts about the brand. A brand is also referred to as a symbol such as a logo, name, scheme, or slogan that makes the product or service distinct from other brands. A brand can represent a single product or a collection of similar products or all products a company produces.

In 2000 Unilever proposed a goal to reduce the 1,600 brands down to 400 in the next five years; the plan was named "Path to Growth." The plan is to reduce the number of brands so that Unilever can focus on the brands they want to evolve into what they call a "Masterbrand." The advantage this organization is seeking is to ensure each product receives full attention and recognition for the development and success of the brand. In addition, reducing the number of brands in Unilever will give this global organization more control over their brands and brand management. Also reducing the number of brands will provide Unilever with the ability to concentrate on the numerous global markets and develop and build the brand around the market it is being promoted.

2) What was Dove's market positioning in the 1950s? What is its positioning in 2007?

Dove's marketing position in the 1950s conveyed the message, "Dove soap doesn't dry out your skin because it's one-quarter cleansing cream," as well as the denial to call the product a soap it was a "cleansing cream." In the 1950s Dove focused on the products functionality, which helped it become one of America's most identifiable brand icons during this time period.

In 2007, Dove's marketing position had evolved with the time, and by 2007 had become the world's leading "cleansing" brand. Dove changed the market positioning of the product from shifting the focus of functionality to changing the way the Dove brand appears in the public eye. Dove wanted to stand for a point of view, which led to the development of the "Campaign for Real Beauty."

3) What does this discussion contribute to the meaning of the brand?

The discussions going on currently in blogs about health and beauty products, specifically about Dove hair products have not been given great reviews. In reading the blogs I have found that many people claim they love the dove brand, but the product is either too expensive or does not deliver what the product claims. Also in reading the current blogs, I found that it Dove is promoting a body wash for men by making free samples and coupons available online. Dove's classic white beauty bar as reviewed in blogs has been given great reviews in online blogs. How do these discussions contribute to the meaning of the brand, well first of all these discussions show