The Evolution of A Brand Case Study Before Unilever transformed Dove into an iconic Masterbrand, it was a functional, recognizable brand. In order to market a new product to consumers, Dove had a competitive advantage. Introduced as a revolutionary form of soap, Dove swept the market in 1957 when it launched its beauty bar, a new formula. The beauty bar removed Dove from the cognition given to a regular bar of soap. It was not ordinary soap, which was now “old-fashioned”; it was a beauty bar that had the ability to moisturize and cleanse while eliminating the usual irritation and dryness received from toilet soap.
This differentiation enabled brand awareness for Dove. Dove immediately identified itself as an honest, natural, and authentic brand. Dove created a story of a functional product with various added bonuses distinctly different from brands before it. Dove immediately captured important brand elements. Using a simple dove as its symbol contributed to the recall of its brand name. The basic colors, white and blue, displayed cleanliness, purity and innocence; these attributes gave customers the ability to recognize the brand as natural and honest.
The spokes models also displayed natural beauty, while the taglines such as “Dove creams your skin while you bathe” provided functionality with a sensory, luxury feeling. Original advertisements and publicity provided an abundance of information to consumers. This brand was offering the effects of soap; however, it was different because it was milder and one-quarter cleansing cream. Even the shape of the bar was new; it was “sculptured to fit the hand”. The ads used buzz words like “rich, moisturizing, creamy, sensational, and lather” to give sticky associations to the product.
The Essay on Dove Brand Analysis
The dove brand started in 1957 by taking a bar of soap to a whole new level by adding mild cleansers and ¼ moisturizing cream. Dove’s soap left ... the true inspiration of the brand as a whole. (unilever) Traits often used to describe dove are natural, beauty, clean, soft, beautiful, diversity, acceptance, ...
To continuously provide separation from its competitors, Dove never referred to the product as soap, “because it was technically not soap at all”. These efforts provided the market with an attractive framework of Dove’s brand. For support, Unilever, “pioneers in the science of soap-making”, guaranteed that Dove was better for the consumer’s skin, and reminded them that they could trust Unilever to deliver a quality product. Furthermore, the beauty bar was eventually endorsed for the treatment of dry skin by physicians and dermatologists, showing that the brand had surpassed wareness and had become preferred by its customers and experts. Consumers had more reason to try the brand, become satisfied with its delivery, and start to prefer it. Finally, consumers pledged loyalty to Dove because of the functional and added benefits. For 40 years, Dove led the soap market, and had become “one of America’s most recognizable brands”. Consumers trusted Dove to deliver a product that would be good for their skin. Dove had gained positive brand equity, superior to the generic soap brands, by combining these functional and valued benefits.
In 2000, Unilever called on Dove to become a Masterbrand because of its continuous success as a leader in the soap industry. Along with the Masterbrand title, Unilever wanted to enter into other personal care categories. Dove was the perfect candidate for this brand extension because of its positive brand equity and its resonance with the market. Unilever realized, however, that Dove would need to enhance its associations past utility for the other products to be successful.
In an age where consumers were using brands as staples of themselves, Unilever decided that Dove would need to develop a meaning and stronger identity that its users could relate to and believe in. Dove wanted to “change the way society views beauty” and they succeeded. The Dove brand is now a lifestyle. Not only does Dove sell a product, it has been anthromorphized as a natural woman. The Campaign for Real Beauty has brought on change and a meaning that popular culture is ready for and has embraced.
The Term Paper on Influence of Brand Loyalty on Consumer Sportswear
We owe a debt of gratitude to (professors name), for the vision and foresight which inspired us to conceive this research project on topic Influence of Brand Loyalty on Consumer Sportswear as for providing necessary information regarding the project & also for her support in completing the project. We would like to express our gratitude towards member of (institute name) for their kind co- ...
Dove should continue to reinforce their story, delivering quality products and innovative ways to share their fight with consumers. The Campaign for Real Beauty has evolved and strengthened Dove’s central message. Dove’s associations remain as honest, natural and authentic. What began as a functional product that suggested natural beauty has now become a symbol for natural beauty and a weapon against fake beauty. This change is for the better as more women have felt more empowered to fight against the fallacies of the beauty industry.
