MindMap Gallery Dov Branding case

Dov Branding case

A mind map about Dov Branding case analysis.

Edited at 2021-01-15 23:42:30

WSGpeje0

Dov Branding case

WSGpeje0

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History Fanatic

Dove

Unilver

Consumer Goods

Food

Home

Personal Care

Intro

11 Brands with 1Bn Revenue

Formed in 1930

Large Portfolio

Downsize diversity

Global Brand Management

History

Launched in 1957

Marketing

No Drying of Skin

Not a Soap Bar

Moisturizing Cream

Advertising

Natural women

Functional Superiority

Endorsed by doctors

Master Brand

Personal Care vs Beauty Bar

Positioning Strategy

Iconography of Industry

Young, White,Blond,Thin

Unattainable Standards

Dov Approach

Industry experts

Surveys

Tick-Box campaign

Bill boards and calls option

Firming Campaign

What is Real Beauty debate

Self esteem Campaign

No product mentioned

Super Bowl Ad

Film Campaign

Brand Identity

What about Aspirations

Are you becoming Ordinary Brand

Real Beauty by taking care of yoruself

Placement

Try the Product

Look up Luxury

Explore the world

Channels

Breaking every rule of Company

Blitz of Paid Media

Billboard on Grand Central

Today Show appearances

Superbowl debate

Beer not Soap

90 mill audience

Operah show on Self Esteem

Evolution Ad

Youtube only

News and Commentary Programs

Large Downloads, News publicity

Public Reaction

Public Relations Channel

Spark Dialogue and debate

Emotion Connection with women

Active engagement vs passive media consumption

Research based strategy

Media reaction

Chicago Tribune : Chunky women in underwear

Embrace the debate

200 Programs, 60 Broad casts, People story

Influencers

Dove Two Dozen

Advocacy group

Girl Scouts

Campaign for Beauty Website

Social Lubricant

Organizing Brand Management

Traditional

Brand Management System

Separate Business Unit

Siblings competition within brands

new way

Split responsibility

Centralized Brand Development

Brand Health

Innovatiness

Value

Localized

De Centralized Brand Building

Each major market

Local Management

Growth, Profit, Cash Flow, Short term share

Follow Brand Dev Mission

Freedom of imagination

Public relations and Informal Communication

Localized spending