Dove case study

... John Paul Mifsud- Introduction to Integrated Marketing Communications Dove: Evolution of a Brand 1. In February 2000 Uniliver embraced a five year strategy to downsize (re-organize) the 1,600 brand to 400. The elected brands were defined as 'Master brands', and were meant to serve as umbrella identities over a range of products. The company took the decision to reduce the number of brands to gain control over its products. In the case of Dove, the brand served as umbrella brand for a wide range of health and beauty products. To gain control, the company shifted from a decentralized branding strategy, led by brand managers, to a more centralized strategy. The company developed two major groups. One was responsible for brand development (idea behind the brand) which was centralized while another team was developed, responsible for brand building around the major regions in which Unilever operated. 2. The first product developed by Dove was

want to read more? →