Title: Dove Brand

Contents

1. Introduction

2. Unilever has made Dove into a top brand. What are those top brand characteristics Dove has?

3. Briefly describe the different rounds of Dove’s ad campaign over time.

4. Relate to the case and the exhibits (1-3) in this assignment sheet. Where are Dove positioned on these three dimensions? (Hint: look at functional benefits and emotional sides of dove’s position. The Campaign for Real Beauty introduces a third dimension: values, at the super-ego level.)

5. Which is easier for consumers to accept and comprehend, emotional or functional advertising? (Particularly for beauty care products). Why should a product be more successful appealing to emotions? When should companies focus more on functional attributes?

6. Selling consumer products has become increasingly difficult for several reasons. Please list out the possible reasons and elaborate on them.

7. What was Dove’s market positioning in the 1950s? What is its positioning in 2007?

Number of words: 1,232