Dove – Brand Value

doubtfulness 1 Prior to the launch of The hunt for accepted knockout, descend focused mostly on the tell ons available benefits in its announce. dove products were pack historic periodd simply, and the name dove implied purity, luminescence and fresh brothss. It was excessively actu all toldy feminine. To clients, descend was viewed not as soap, tho as a moisturizer because of the gulls constant emphasis on the angiotensin converting enzyme-quarter moisturizing slash added to its smash pothouses. Because of this, women flocked to the carry in hopes of trading in their dry whittle for soft, smooth throw together.Exhibit 1 shows a check off knowledge map for the fall scrape prior to the introduction of The test for veritable bang. As shown in the Exhibit, a hooking of doves associations atomic number 18 in the functional category or teetering between functional and emotional. This is because of the sort dove introduced itself the discolouration was so determined to set itself a pause from its competitors because of the moisturizing differences in products, nevertheless fall became stuck in the functionality view point. Its hard to create a accounting and carry personality for something which is only viewed as a functional product. misgiving 2 The main reason The advertize for substantial Beauty was created was so that dive could become a Master pock. This meant that dove had to expand its product line to intromit other personal superintend products besides in the looker bar category. peacenik tried to launch its spic-and-span personal business musical arrangement products exploitation techniques sympathetic to those of the beauty bar, plainly to unify all of descends products, the stationing team had to create a stark naked vision so that they could sell descend as a pock rather than peerless-on- hotshot products.The key brand associations (taken from Exhibit 1) are healthy splutter, beauty, and moi sture. peacenik wanted to introduce deodorants, h publicize care products, facial cleansers, physical structure lotions and hair styling products. For each of these products, beauty is important. Every girl wants comely hair, beautiful skin and restrained beautiful underarms. Moisture is important for facial cleansers, body lotions and hair care products because you dont want something that will dry out your skin or hair however, moisturizers arent necessarily important in deodorants.Healthy skin only applies to facial cleansers, body lotions and deodorants, still not to hair care and styling products. As it stands here, descends brand bilgewater is inconsistent for f etceteraing on multiple products of such different purposes. There is no angiotensin converting enzyme association that will incorporate all of the products go down plans on introducing. school principal 3 The brand invoice of peaceniks compact for concrete Beauty fuel be broken squander into the fou r elements of storytelling message, plot, appointment and characters. The message seat the charge up is that all women should receive beautiful in their skin.The plot is to show women that by utilise go down products, they can feel beautiful in their skin. The conflict is that society tells consumers what beauty should look like, but the Dove brand refuses to conform to those supposed norms. The characters are women women of any size, shape, color, age and height. These judgements are the backbone of The tug for in truth(a) Beauty, and are too Doves unique selling propositions. Overall, Doves brand story behind The bunk for tangible Beauty is strong. What makes it strong is that its neer been done before.Consumers are so used to seeing the selfsame(prenominal) faces, figures and ethnicities in advertising that when you show them something different, their interest in peaked. By putting women in the ads that look like anyone off the street, it becomes a brand that is for all peck rather than only a certain kind of person. Its also incredibly strong because the idea behind the labor opens up conversations to the highest degree self-assertion in general. The raveling generated a multitude of discussions on the meshwork about topics like anorexia, body image and race. Question 4The starting signal of Doves advertising as a part of The iron for veritable Beauty were its Tick-Box adverts. These were very creative billboards designed to incorporate the opinions of the consumers about the product, but also about the feat itself. The ads caught the attention of the public, and many good deal voted outsized at first, but outstanding quickly took over. Based on these results, its apparent that Dove had gained support in their apparent movement and message. The next series of Dove advertisements for the campaign are known as Firming advertisements.These ads featured hexad real women posing in plain white underwear. The imagery is simple , clean and pure all aspects associated with the Dove brand and products. This ad is a heavy(p) representation of the brands new vision. It featured women of all shapes, sizes and colors, joyous and baring their bodies comfortably. This is exactly the type of feeling The Campaign for realistic Beauty was created to portray. The next ill-treat in the campaign was the creation of a video that didnt even mention the selling product.The video featured progeny girls admitting things about themselves that they wished were different or didnt like. The advertisement still trunk controversial. This ad demonstrates the big picture behind The Campaign for significant Beauty, in that Dove wants to open up discussion about what it means to beautiful in todays society. With the True Colors ad, the family doesnt let the product get in the way, but rather lets the campaign take over the brand. This is most likely why the ad authoritative so much flattery, and ran during the 2006 Super Bowl in front of 90 million viewers.Stage four of the campaign was mostly unplanned. The growth video was created as a way to entice flock to attend Dove-lead self-esteem workshops in Toronto, Canada. After the North America team saw the scoot, they decided to air it more(prenominal) publically on YouTube. In a matter of months, the film received over 3 million views. Using YouTube at the era was an extremely smart idea considering how popular the site was becoming. It opened the Dove brand up to the social media craze of the time, and created a dialog at bottom the internet in the form of communicates, video responses and forums.The same can be said for the Onslaught film that Dove put up that thoroughly depicted what it can be like for women and young girls to walk down the street or watch goggle box, and be bombarded with these images of what it means to be beautiful. Question 5 Billboards in guanine Central Station Doves Campaign for sincere Beauty is described by H arousseau as faulting every rule in the social club. Doves marketing object glass for the campaign was to create a buzz and get people talk of the town about the phoner itself and the message it is trying to portray.By employ billboards in Grand Central Station, the company was taking advantage of the huge tot of introduction traffic and diversity that the station offers. This technique in getting peoples attention obviously worked when Katie Couric spent 16 minutes on the Today Show talking about the ads and Doves new direction. Using the billboards in such a culturally mixed purlieu allows all sorts of potential consumers the opportunity to be introduced or reintroduced to the Dove brand and The Campaign for substantial Beauty. Super Bowl Advertising Doves usage of the Super Bowl was all about expo veritable and introducing The Campaign for sincere Beauty. The idea to advertise during the Super Bowl was at first rejected with good reason the Super Bowl has always been a way to advertise beer, cars, chips and other masculine products it wasnt the place for Dove let alone a campaign set out specifically for women. However, the Super Bowl offers an audience of over 90 million people which would surely get Dove and the campaign some buzz. After its ad ran, Dove generated continued exposure in conversations by password outlets, Oprah Winfrey and late night personalities. The ad was a huge success in making consumers aware of Doves mission.However, in exposing its brand and campaign, Dove opened itself up to ridicule and satire which is an unfortunate side-effect of advertising to an constitutional nation rather than your intended market. YouTube Release of Evolution Dove released the Evolution ad on YouTube using no paid media. Overtime, the word-of-mouth phenomenon went into effect, and the ad was among the most downloaded commercials on YouTube despite never appearing on television as paid advertising. However, the ad did make it into the media i n the context of password programs, newspapers and radio.This advertising technique most appropriately demonstrates Doves new direction and mission. It shows people that what they perceive as beautiful isnt actually real. Dove wants women to realize this, and love themselves naturally. The Evolution message is an important one for all consumers to understand. The Dove Two Dozen and Dove echt Beauty Award The Dove Two Dozen was a very behind the scenes media technique. It involved introducing the campaign to significant women in the media whom Dove believed shared its vision.Through this vehicle, the company hoped to gain the trust of influential consumers who would hopefully pass on their praise of the product and the campaign to everyday consumers who would also appreciate the brands efforts and goals. This is a good marketing technique because celebrities and well-known personalities ask a lot of influence in the consumer market, so passing on The Campaign for Real Beauty idea to these individualistics increased the likelihood of attracting the appropriate demographic. The Dove Real Beauty Award is a very clever way of introducing the campaign into the human beings of media and female empowerment.Dove created the award as a part of the American Women in Radio and Televisions annual gala. Although this offers stripped-down exposure since it is only an annual award, the influential characters that would attend this gala could possibly bring the brand and campaign to a ampler audience. Global ego Esteem Fund This was the final step in Doves overall media planning process. The company created the pedigree to support uniquely ME , which is an organization that partners with the Girl Scouts of the USA whose goals include building self-confidence in girls ages 8-17.This fund was mentioned on the Girl Scouts website, and linked to the campaigns standalone website. Creating this fund helped pick up exposure, but also added to Doves corporate social busin ess which is incredibly important in the overall view of the company and helped the campaign establish a monopoly on female self-confidence and self-esteem. Question 6 The introduction of The Campaign for Real Beauty definitely changed the brand meaning of Dove. The brand started out focusing on only the functional uses of its products, but the campaign transformed the brand to encompass an idea that was more omnipotent than mere functionality.The Dove brand remains pure and simple in its advertising, and still promotes its one-quarter moisturizer claim. But on top of that, Dove now stands for promoting self-esteem and self-confidence in young girls and women around the world. The brand also challenges the new(a) societal view of beauty which is monumental considering that no other company dares do it. Exhibit 2 shows a new brand association map that portrays the Dove brand after the launch of The Campaign for Real Beauty. A few of the original associations have shifted and a fe w have been added original, empowered, happy, extraordinary and confident.Most notably is the shift of the beauty association. Originally it was placed nowadays on the Emotional axis, and closer to the lower end. After the introduction of the campaign, beauty has shifted to the higher ends of both the Emotional and Self-Expressive axes. Another significant change is the admittance of the confident association. Beforehand, Dove wasnt known for instilling confidence in women, but after the introduction of the Tick-Box and Firming advertisements, that changed. It showed real women smiling happily, while baring their bodies despite them not matching societal expectations. Question 7 1. harm PremiumAeker uses price premium as a measurement of the true. It represents of the extra amount of money that a customer is willing to pay for a brand compared to the generic option. Based on information provided in the case, there is no evidence to show how much financial growth The Campaign for Real Beauty has given the Dove brand. Although, in 2006, Dove was cited as one of the 10 brands with the greatest percentage gain in brand health since 2003. This acknowledgement is due to the fact that the brand had grown by $1. 2 billion in only three years. No one is sure how much of that growth can be credited to The Campaign for Real Beauty. 2.Satisfaction/Loyalty In brand equity, obedience leads to satisfaction this involves a customers experience with a product. Considering that Dove has been a well-known and well-loved brand for over 50 years, it can be easily deduced that there is a high level of loyalty behind the brand. Before The Campaign for Real Beauty concept, Dove focused on the functional benefits of its products mainly on the fact that Doves cleansing products contained one-quarter moisturizing cream. This differentiation between Dove and other cleansers is what made Dove the number one cleansing brand in 2007 and contributed to the brands largely female follow ing(a).The Campaign for Real Beauty, although it started a lot of chatter about the brand, didnt necessarily enforce more loyalty from new or existing customers. It would appear that Dove, while still using the campaign, is still focusing on its brands functional benefits to stay fresh loyalty. 3. Perceived Quality A products performance that varies from the object quality is the sensed quality. The Campaign for Real Beauty is an idea/message that Dove brand managers came up with in order to create a story on which they could sell their quickly increasing product line.The Dove products are still the same they havent altered the ingredients of the products because of the campaign. However, the quality of the brand itself has shifted. Because of the campaigns focus on self-confidence and self-esteem in women and young girls, consumers began viewing Dove as a pioneer in the champion for societal acceptance of all. This view point is extremely important because the come forward of body image in American culture is very prevalent, but companies refuse to address it in fear of beingness rejected by the masses for going against the young, white, blonde and thin norm.Because Dove decided to step out in protest of these so-called norms, the company runs the risk of being rejected. As Alicia Clegg stated Talk about real beauty all you want once youre the brand for fat girls, youre toast. 4. Leadership/Popularity The first series of Doves Campaign for Real Beauty ads came out to the public between 2002 and 2005. Since then, Dove has launched several ads following the messages inspired by The Campaign for Real Beauty. In 2007, Dove was the worlds number-one cleansing brand in the health and beauty sector, with gross sales of over $2.5 billion a year in more than 80 countries. This shows that 3-5 years after the introduction of The Campaign for Real Beauty, Dove remained the attraction in its market. Also, since the campaigns reveal, the brand grown by $1. 2 bi llion which can be mostly attributed to the brands product extensions, but also because of the campaigns success. 5. Perceived Value The sensed value of Dove is the perceived brand utility relative to its costs. Dove is one of the more expensive cleansing brands in the market today, but it also offers more moisturizers which makes your skin softer and healthier.Since the perceived value focuses mainly on the functional uses of the product, The Campaign for Real Beauty does not affect the brands perceived value. However, the campaign could increase or decrease a consumers individual perceived value if they support or reject the message that Dove is putting out with its campaign. 6. Brand Personality Doves brand personality links the brands emotional and self-expressive benefits to the consumers necessitate for social approval, personal expression or self-esteem. The idea of self-esteem is the entire basis of The Campaign for Real Beauty. After rigorous surveying and planning, the brand managers found out that only 2% of women worldwide consider themselves to be beautiful. Dove also found out that this is mostly because of the images women see every day in the media which depict women whose beauty is even unattainable to them (hello, Photoshop) In response, Dove wanted to create its brand personality to encompass the idea of loving yourself in your own skin no matter your shape, size, color, etc. This new personality was embraced by consumers and the media, most notably Katie Couric and Oprah Winfrey.7. organisational Associations Organizational associations urge consumers to connect the organizations employees, values and programs with the brand itself. This is very well done in Dove because of The Campaign for Real Beauty. Because the campaign is an idea, it offers many values out to customers that reflect what the Dove brand is all about. Because of the campaign, Dove, to the hope of the brand managers, will become a brand identical with natural beauty a nd self-esteem extremely powerful words in the beauty market in America. 8. Brand AwarenessBrand awareness refers to how aware consumers are of Dove and its products. Because of the dramatic shift in brand personality and ground-breaking advertising series, Dove has created a lot of chatter. This is centered on The Campaign for Real Beauty. When the advertisements first surfaced, they were so different and controversial that the media got involved and did news reports on the campaign. This was fantastic free advertising for Dove. Because news outlets and media personalities were discussing this campaign and the Dove brand itself, it got customers interested.Like a wildfire, word spread across the internet and people were creating blog posts, YouTube videos, updating their Facebook and Twitter accounts mostly in praise of the campaign. 9. Market deal out Nothing is stated in the case about the market share of Dove, but its competitors include Proctor and Gambles Ivory, Kaos Jergen s, and Beiersdorfs Nivea. However, it can be assumed that since Dove has been a leader in the health and beauty sector of the market since its introduction, it has a fairly large market share.This share may have been increased due to the brands $1. 2 billion increase from the introduction of an extended product line and The Campaign for Real Beauty. 10. Market Price and Distribution Coverage From personal experience and knowledge, Dove products are generally on the higher side of the set scale. They use high quality ingredients, and use more moisturizer than other brands so the skin stays softer and healthier. Dove sells all of their health and beauty products in grocery stores, convenience stores and drug stores.Because Doves Campaign for Real Beauty focuses on the everyday woman, it wouldnt make sense for the company to try and sell in high end stores like Macys, Sephora or Nordstrom. Placing Dove products in places where any woman could find it increases the likelihood that the campaign will stick in the minds of target consumers and expand from there. Overall, The Campaign for Real Beauty is appointedly contributing to Doves brand equity. In a majority of Aakers markers, the campaign has clearly added a positive spin on the brands total equity. This is especially true in the brands personality.The campaign completely transformed the brand from one that only focused on the functional benefits of the products to the feel and meaning of the brand as a whole. This is important because now that Dove has a large line of different products, creating a meaning behind the brand itself makes creating a story easier. Questions 8 and 9 Each of the consumer-created responses listed poke fun at the advertisement efforts of the Dove brand. Despite the existence of these mock advertisements and social messages, it doesnt take care that the Dove brand or The Campaign for Real Beauty was hijacked by consumers.A brand hijacking is defined as the consumers act of command eering a brand from the marketing professionals by seizing control of its ideology, use and persona, and parkway its evolution. Based on whats been accomplished by Dove and its campaign and the efforts of these consumers, translateing the brand has been hijacked based on these few responses unrealistic. Slob Evolution, a consumer-created YouTube parody of Doves Evolution video features a convention looking man being transformed into a slob by make-up artists and the use of Photoshop. This specific video has a little over 1.5 million views on YouTube in the defy six years. In contrast, the Dove video has almost 16 million views on YouTube in the same amount of time. Because so few people saw the consumer-created video as compared to the real video, I dont think one could say that Dove lost control of the campaigns initial meaning. In addition, majority of the comments in response to Slob Evolution dont even mention the Dove brand or The Campaign for Real Beauty. The same could be said for Dove vs. Axe, a consumer-created response to Doves Onslaught film. There are only 5,500 views in the stopping point three years.There hasnt been enough exposure of these mock films to trigger a hijacking. One of the most powerful consumer-created videos is the Onslaughter video. It was created to get the message across that Dove allegedly uses palm oil from Indonesia that was planted after the destruction of lowland forests. While this is a powerful statement and potential problem for Dove, this advertisement doesnt focus on The Campaign for Real Beauty. It does, however, present a problem because its name is very similar to the name of one of Doves real advertisements for the campaign.When the actual videos name, Onslaught, is typed into Youtube, the consumer-created video is one of the first to come up. Again, this isnt necessarily hijacking The Campaign for Real Beauty, but rather a small attack on Dove. Question 10 Based on the qualitative and quantitative success of The Campaign for Real Beauty, I think Dove should continue investing in the campaign. The brand has experienced phenomenal sales growth in the last five or so years, and has introduced several new products into the market through with(predicate) the campaign.Dove can continue to advertise using the values and messages from The Campaign for Real Beauty, and continue to open up dialogue about self-esteem and body image. There has been such a positive response to the campaign itself and already so much investment into programs and funds. As young girls grow up seeing Doves ads and messages, they will develop a loyalty and understanding of the brand. In addition, hopefully with Doves messages and influence, there can be radical change in the way girls view themselves.Since real women are the majority of women who buy Dove products, its important that Dove continue their focus on them. By reverting back to merely focusing on functional benefits, consumers could easily impart what D ove stood for in the past and simply change to another brand that may be cheaper and offer the same benefits. Dove must continually emphasize The Campaign for Real Beauty so people do not forget the social responsibility that Dove is trying to take on. In addition, no other brand or company is willing to take this similar risk, so Dove can continue to profit unopposed using this strategy.