Please use the HBS Dove case study posted here to answer the following questions.
- What is a brand? Why does Unilever want fewer brands at the start of the case?
- What was Dove’s market positioning in the 1950’s? What is its positioning in 2007?
- Describe at least two different promotional strategies used by Dove in the case study - using 2 of the
tools that make up Integrated Marketing Communications (the promotion mix in Chapter 14). - Spend some time searching Twitter, blogs, Facebook, etc. and describe what people are saying about
Dove today. How do you think consumers currently perceive the Dove brand?
Sample Solution