Case Study Dove Evolution of a Brand Essay

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Q1: What 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 “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. The advertising message was “Dove soap doesn’t dry your skin because its one-quarter cleansing cream”. All of these ads were illustrated with photographs that showed cream being poured into a tablet. In addition; the ads were shot with natural looking women rather than models to convey the benefits of the product. Dove in 2007 had a mix of …show more content…
Before 2000, according to the traditional media that has been used and the fixed message of dove as, the brand meaning was tight and centered on a specific concept that dove is a unique soap that is ¼ cleansing cream or moisturizing cream.
In the time of the case study, and after the exposure of the creative campaigns, the brand meaning is open because of the unique message it delivered which was a point a view, this provoked discussions and debates about the real beauty of women.
Q3: Spend a little time searching blogs to get a sense of what people are/were saying about Dove. What does this discussion contribute to the meaning of the brand? I searched many blogs talking about dove, in particular the self-esteem and Real beauty campaigns. I noticed that a lot of bloggers counted on statics that were published by dove about self-esteem and beauty and show an emotional link to the campaign, for example a blogger named Jennifer Beer wrote after addressing some of dove’s facts about self-esteem:
“When I read these statistics, it made me cry. As a mother of a daughter I'd hate to see her become part of these statistics, so I will make sure to tell her every day how beautiful she is” In addition, the blogs illustrated a great engagement of the audience in the campaign, a blogger named Blythe Newsome said in the beginning of a blog that was describing her
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