1. Per Keller Strategic brand management means implementation of marketing plans to build, measure,
and manage brand equity.
It has four main steps
1. Identifying and developing brand plans
2. Designing and implementing brand marketing programs
3. Measuring and interpreting brand performance
4. Growing and sustaining brand equity
This case has given a bird eye view about how Dove has evolved over the course of history. The
evolution of Dove started in the first campaign created by Ogilvy and Mather which stated that “Dove
soap doesn’t dry your skin because it’s one-quarter cleaning cream”.
This was the first differentiating point of dove with respect to other competing brands, it created an
image among the customers that dove a cream soup, it helps cleaning and moisturizing your skin. It was
called “The Dove Beauty Bar”.
In 2000 dove was decided to be a Masterbrand under which Unilever put beauty products like body
lotions, hair styling and facial cleansers. The first step of Brand management started when Unilever
started communicating dove as a point of view not just as a functional superiority. Different campaigns
and marketing plans were developed in this step like Tick Box campaign, Dove as a skin firming cream
campaign, the campaign for real beauty, evolution YouTube short film, real ads by real women, super
bowl ad release, buzz marketing, celebrity endorsement, and uniquely ME.
The second step in brand management is to implement the developed plans, in the given case we can
see how successfully dove implemented its strategies and because a successful brand. Following were
some campaigns which were successfully implement.
Tick Box campaign: Dove asked people about the standard of beauty and provoked them to rethink
their beauty measures.
2. Campaign of Real Beauty: In this ad dove showed that real beauty lies in nature, we shouldn’t do body
shaming, everyone is beautiful, they engaged executive by showing their daughters views in the ad. The
ad was launched in super bowl and it was a huge success.
Another most celebrated ad was Dove evolution which should how technology has altered the standard
of beauty it showed a normal girl was changed entirely but using make-up and photo editing. The ad
film was not launched on television because of its length but it got a huge view on YouTube by reaching
30 million views.
Dove reached a high level of success and its was identified by Landor Associates who found that the
brand is one of ten brand with the greatest percentage gain in brand health and it has grown by $1.2
billion. This was the measure of the brand performance, the third step of Brand management process.
The fourth step is growing and sustaining brand equity, if we analyze this case, we can find that dove
is continuously improving its marketing strategies, although the message remains same, the image of
the brand remains same, innovative marketing strategies helps Dove to remains in customer mind and
sustain brand equity. Aside from given case we have found that Dove keeps coming with new ads like
Beauty on your own terms, lets break the rules of beauty, and Dove choose beautiful.
