'Dove'에 대한 case study

목차

(1) Summarize how Dove’s branding strategies have been evolved.
(2) Refer to the customer-based brand equity model that we learned last Monday (refer to the class slides). Identify each of the elements of the equity model for DOVE, before 2000. Do the same work, after the real beauty campaign. How was the brand changed after the real beauty campaign?
(3) In today’s media-rich world, consumers play important roles in brand management. Spend some time searching for information to find how the real beauty campaign sparked consumer engagement with Dove. How does this influence the meaning of the brand?
(4) Spend some time searching blogs or news articles that criticize the real beauty campaign. What do they say about the campaign? What is your opinion on them?
(5) What would be the effect of the campaign on the brand if it were for cosmetic brands such as Make Up for Ever?

본문내용

(3) In today’s media-rich world, consumers play important roles in brand management. Spend some time searching for information to find how the real beauty campaign sparked consumer engagement with Dove. How does this influence the meaning of the brand?

In most societies, advertising plays an important part of commercial activity. A good advertisement helps the company to increase their sales. Dove used by the social networking site such as Youtube and TrueView, with taking advantage of the power of word of mouth marketing.

참고 자료

http://www.businessinsider.com/why-people-hate-doves-real-beauty-ad-2013-4
https://www.psychologytoday.com/us/blog/eat-the-damn-cake/201304/whats-wrong-doves-real-beauty-sketches-campaign
https://www.referralcandy.com/blog/dove-marketing-strategy/ http://markets.businessinsider.com/news/stocks/dove-s-focus-on-real-beauty-sparks-real-consumer-conversations-both-in-real-life-as-well-as-online-1002025503