1. What does this discussion mean to the meaning of the brand?
In the beginning, Unilever managed their brands in a decentralized way which strengthens it diversity when customers perceived the brands in different nations. However, to gain a global identity, Unilever must change its strategy to make many brands into one brand unit. In that situation, a brand under Unilever, Dove, launched its first product in 1957. Beauty bar as it called, successfully redefined the product as “moisturizing cream,” which made Dove became one of America’s most recognizable brand icons. In 2000, Dove entered a new market of personal care categories with its brand name and launched several products. With expansion of its product line, Dove marketed brand it’s self with a point of view and started a campaign, called “The Campaign for Real Beauty.”
In the beginning, Unilever managed their brands in a decentralized way which strengthens it diversity when customers perceived the brands in different nations. However, to gain a global identity, Unilever must change its strategy to make many brands into one brand unit. In that situation, a brand under Unilever, Dove, launched its first product in 1957. Beauty bar as it called, successfully redefined the product as “moisturizing cream,” which made Dove became one of America’s most recognizable brand icons. In 2000, Dove entered a new market of personal care categories with its brand name and launched several products. With expansion of its product line, Dove marketed brand it’s self with a point of view and started a campaign, called “The Campaign for Real Beauty.”
This campaign claimed that Dove would make more women feeling beautiful instead of making women feeling more beautiful, which challenged the way society views beauty. With its advertising through YouTube and many other blogs, fierce debates and discussion about the issue were in formation. Dove built up and strengthened its brand image through that kind of buzz marketing as well as word-of-mouth marketing. Despite it brought about controversy and critics about their intention in selling more body lotions at the same time, Dove has successfully linked its brand with “real beauty”.
2. Do you see risks for the Dove brand today?
Nowadays is a web 2.0 era, people get more used to surfing the internet and are being involved in this kind of media. No matter are online advertising or a traditional ads, customers are smarter and become skeptical to judge an ads. The one of the way Dove markets its brand is through buzz marketing; that is, bloggers are its main force in promoting its brand. Those discussions do help Dove expand its brand awareness, but once it has scandal, it could also spread rapidly. Additionally, it’s still difficult to change the criteria of beauty under such pressure of a society. Thus, if Dove keeps on advertising through declaring this notion, further supporting measures must be made in advance.
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