Dov Branding case

Dove
Unilver
Consumer Goods
Food
Home
Personal Care
11 Brands with 1Bn Revenue
Intro
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
Dov Approach
Advertisement
Unattainable Standards
Industry experts
Surveys
Tick-Box campaign
Bill boards and calls option
Firming Campaign
What is Real Beauty debate
Brand Identity
What about Aspirations
Are you becoming Ordinary Brand
Self esteem Campaign
No product mentioned
Super Bowl Ad
Film Campaign
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
De Centralized Brand Building
Brand Health
Innovatiness
Value
Localized
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
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