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Dove Case

1. A brand is a name or symbol that identifies a seller's goods/services and differentiates them from competitors. Unilever wants to reduce its 1600 brands to 400 to simplify its product line and create a unified global identity. 2. In the 1950s, Dove positioned itself not as a soap but as a "beauty bar" skin cleanser. For 40 years it refused to call its product soap. By 2007, Dove had become a Unilever "Masterbrand" representing a point of view as beauty standards.

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168 views2 pages

Dove Case

1. A brand is a name or symbol that identifies a seller's goods/services and differentiates them from competitors. Unilever wants to reduce its 1600 brands to 400 to simplify its product line and create a unified global identity. 2. In the 1950s, Dove positioned itself not as a soap but as a "beauty bar" skin cleanser. For 40 years it refused to call its product soap. By 2007, Dove had become a Unilever "Masterbrand" representing a point of view as beauty standards.

Uploaded by

Tina Chen
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
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Case: Dove: Evolution of a Brand

Assignment Questions
1. What is a brand? Why does Unilever to want fewer of them?
2. What was Dove’s market positioning in the 1950s? What is its positioning in 2007?

A brand is a name, term, sign, symbol, design, or a combination of the above, intended
to identify the goods or services of one seller or group of sellers and to differentiate them
from those of competitors. Brands are used to build relationships with customers, to
encourage loyalty to a product or group of products, and to add perceived value to products.
Since the formation of the company, Unilever expanded to include more than 1600 brands.
This expansion led to the absence of a cohesive identity for Unilever’s group of products. For
example, the company maintained multiple brands of ice cream to serve each of its
international markets. The goal of Unilver’s five-year “Path to Growth” initiative is to
winnow down the 1600 brands to 400, which can support a unified global identity for the
company. Unilever wanted to simplify their product line to outreach to a more specific public
knowing exactly what items they wanted to get involved in the market place.

When Dove entered the market in 1957, it was positioned by Unilever not as a soap,
but as a “beauty bar”; a product that was not technically soap at all, but instead another
product designed as a non-irritating skin cleanser. This position was emphasized by the
advertisements at the time that always showed cleansing cream (later moisturizing cream)
being poured directly into the beauty bar. In fact, for the next 40 years, Dove famously
refused to call its product “soap”.
In February of 2000, as part of Unilever’s “Path to Growth” initiative, Dove was
tapped to become one of Unilever’s “Masterbrands”. These “Masterbrands” would serve as
umbrella identities over a range of products. Dove’s functional message of not drying out
skin and its trademark “one quarter cleansing cream” was no longer a sufficient message to
describe all of Dove’s product lines, and a new brand message was needed. Due to the variety
of product categories under the Dove brand, Unilever executives decided that rather than a
traditional message; the brand should represent a point of view. Exploratory market research
led to the “Campaign for Real Beauty”.
The goal of the “Campaign for Real Beauty” was to associate the Dove brand with an
attainable standard of beauty. A survey administered to thousands of women worldwide
yielded the response that women were discontent with the overwhelming depiction of
beautiful women as “young, white, blonde, and thin” which caused long-term self-esteem
related problems for women of all age groups. To respond to these issues, Dove chose to
focus its new brand message on broadening the narrow definition of beauty to apply to more
women, rather than helping a few women feel more beautiful.

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