Dove

1. A brand is what a consumer thinks of a product or service. A company can brand a product as reliable and durable, but a consumer can view that product as cheap and unreliable. Unilever wants fewer of them because the company’s brand portfolio has grown in a very lax matter. Unilever was the world’s largest producer of ice cream, but every brand name had a different brand. There was no global identity, and that is what Unilever wanted to achieve. The direction of each brand was decided by the brand manager in each geographic region the brand was marketed in. This created many different marketing strategies, which did not create a unified brand. Unilever had over 1,600 brands and they wanted to narrow that down to 400.

2. Dove’s positioning in the 1950’s was that is was different from every other soap. They were positioning the product that it was not actually soap, it was a cleansing cream instead. To go along with that, Dove claimed that its soap would not dry out your skin. Dove’s positioning in 2000 was completely different from their positioning in the 1950’s. Dove positioned themselves less on the functional aspects and more on how it makes people feel. They chose this approach because Dove became a Masterbrand in February 2000, expanding its product categories to deodorants, hair care products, facial cleansers, body lotions and hair styling products. With this growth, Unilever did not want to individually brand each different product, so they established Dove as a brand that could reach all of the products. Dove started “The Campaign for Real Beauty” and this campaign really made Dove stand out. Dove used ordinary people as models and photographed them as if they were real models. Billboards of the advertisement were placed throughout the country and customers were asked to phone in and vote whether they believed the billboard was “outsized” or “outstanding.” At first, “outsized” was the most common answer, but as time went on,...