As your book touches on this week, brand identity plays an important role in positioning products and companies in the minds of consumers. In gaining a deeper appreciation for the importance of developing a positive brand identity and related marketing strategy, you are going to focus on the globally recognized personal care products of Dove and will address questions related to a real-world case study on the brand. For starters, you can discover more about the brand by going to the Dove website.
You will then learn more about the marketing and branding challenges of Dove, by reading the case study on pages 238239 of your ebook. Once you do this and complete your additional outside research, address the following questions: (please note the questions here are slightly different than those in the ebook and you should only address the questions that follow here.)
The Dove Real Beauty campaign used a unique message to successfully market its products, but beneath that message was the effective understanding of basic marketing fundamentals. What are those fundamentals?
As a result of its Real Beauty marketing campaign, Doves sales soared and it attracted many new customers. What can the Company do to retain these customers?
If a brand is a promise, what does the Dove brand promise its customers?
What can a company that sells services, rather than commodities, take away from Doves experience?
Building upon the business you would like to open up, what would differentiate your brand from competitors?
https://www.dove.com/uk/home.html
