The A Unified Brand Dove s Control Over The Beauty...

Problem Identification: 1. Not a unified brand: Dove was owned by Unilever, which was a leading manufacturer in food, personal care and home sector of the global economy. Unilever was mainly competing with successful companies like Nestle, Kraft foods and Procter and gamble. Unilever had a wide range and variety of products as well as huge market share. Despite of having a big market share and good product Unilever lacked the unified identity of the brand. In beauty sector, Unilever had many brands like Vaseline, Lux, Dove, Axe, Pond’s and Sunsilk etc. Since Unilever had many brands it had a problem with the control and identity of the brand. 2. Controversial advertisements: Public reaction on social media was open ended. This type of branding strategy can also damage the image of the brand because it is controversial among public which includes politics, racism and stereotyping. Dove lost the control over the beauty campaign because it was becoming political debate. Some people also found ads with women in underwear very unsettling. 3. Brand stereotype: In commercials and branding strategy we rarely see men involvement. It can be only seen as women brand or fat girls brand. This strategy can damage the male customer base due to stereotype of women’s brand. Casting older ladies in the commercials can also affect the perception of the young girls towards the Dove. A general stereotype can be formed that, this brand is mostly for fat and old ladies or only for peopleShow MoreRelatedCase Study Dove Evolution of a Brand1309 Words   |  6 PagesWhat was Dove’s market positioning in the 1950s? What is its positioning in 2007? Dove back in the 1950’s had one product that was the â€Å"beauty bar†, it was positioned upon its function as a superior product that doesn’t dry out the skin the way soap did. It was marketed through a mix of marketing communication tools like the TV, print media and bill boards. 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