Académique Documents
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Evolution of a Brand
Haidir Afesina Wirania Swasty Chairunnisa Mirhelina F X Kresna Paska Aqsa Adhiperwira Fajar Liem
Fact#1
What is Dove?
The real success comes from the shape, the promise (of beauty), the reason to believe (mildness and moisturization), and the powerful recommendation of dermatologist
Case Highlights
Functional Symbolic
Experiential
Silvia Lagnado
(Brand Director)
Beauty Bar
2% Beautiful
Nancy & Suzy
(Psychiatrist)
1930
57
80 2000
02
05
07
#1 WORLD`s
cleansing bar $2.5 Bill a year
MASTERBRANDS
Treat dry skin Cleansing bar MOISTURIZING CREAM
Firming Campaign
What is Brand?
(AMA)
1.
1. 1.
UNCONTROLLABLE
Slimming down the COST EXTRA marketing cash
LACKED a unified global identity Simplify and make major IMPROVEMENTS Concentrate resources on the STRONGEST brands
Define and POSITION the brand & aggressively MAINTAIN the category dominance
Dove soap doesnt dry your skin because it`s cleansing cream
Differentiation in 1950s
Brand ASSOCIATE Content cleansing cream
NEW CONCEPT generation
What
Where
Infrastructure
Advertisement
Positioning Statement
Dove`s mission is to make women feel beautiful every day by widening todays stereotypical view of beauty & inspiring women to take great care of themselves
Brand
Target Market
Frame of Reference
Point of Differentiation
Competitive Edge
Dove
Women
Beauty
Inspiring women
Brand Management
BEFORE 2000 AFTER 2000
Brand Manager
Brand Manager
Marketing strategy
Brand Manager
Brand Development: Bringing the brand evolving to the future, Innovation, IMAGE Brand Building: Bringing the brand to life in the marketplace
Research
Self-descriptions
Study Highlights
Medias Standard of beauty : 67%
Beautiful : 2%
Sophisticated : 1% Sexy :1% Stunning : 1% Georgeous : 0%
By observing conversation and other online behaviors company can LEARN HOW customer use their product
RELATIONSHIP
(TRUST & LOYALTY)