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Brand Equity
Name
Color
Logo
Slogan
Experience(User)

Brand Personality- Physicality

Brand Character- Perception and Physicality
Brand Charisma- Meta Physicality
Brand Chemistry
P- Perceptual Brand Chemistry
V- Visual Brand Chemistry
I- Inductive Brand Chemistry

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Br
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Brand
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D e an d
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Super brand

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Take Away from the class

Quasi Brand
Commodity

Dove: Evolution of a Brand

Dove rather than portraying as a soap it showed itself as a
beauty bar with focus on purity, moisture, cleanliness, natural
beauty. The shape of Dove did not resemble as a ordinary soap
bar, it described itself as being different, modern and curved to fit
in hand. Advertised it is a revolutionary product and much better
for the skin. The tag line of the commercial was creams while
you wash. The brand changed completely in 2004.
They focused on their core customer i.e. the women and
launched a new campaign for real beauty .The campaign uses
unconventional women of all shapes, sizes, race and ages to
celebrate the real beauty. Most women are affected by issue that
dove address are so relatable. Self-esteem is a topic often ignored
but dove tackles this issue head on with strong emotional appeal.
Doves advertising targeted at women had been extremely
focused on its effort, thus creating its brand value.