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MM6016 Branding and Marketing Communication

Evolution of a Brand

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Haidir Afesina Wirania Swasty Chairunnisa Mirhelina F X Kresna Paska Aqsa Adhiperwira Fajar Liem

Fact#1

Women, they are a complete mystery


Prof.Stephen Hawkings

What is Dove?

The real success comes from the shape, the promise (of beauty), the reason to believe (mildness and moisturization), and the powerful recommendation of dermatologist

Case Highlights
Functional Symbolic

Experiential

Silvia Lagnado
(Brand Director)

Beauty Bar

(1/4 CLEANSING CREAM)

2% Beautiful
Nancy & Suzy
(Psychiatrist)

Campaign for Real Beauty

1930

57

80 2000

02

05

07

#1 WORLD`s
cleansing bar $2.5 Bill a year

MASTERBRANDS
Treat dry skin Cleansing bar MOISTURIZING CREAM

Firming Campaign

What is Brand?

(AMA)

Why does Unilever want to fewer them ?


FEB 2000 Path to Growth 1600 400 MASTERBRANDS

1.
1. 1.

UNCONTROLLABLE
Slimming down the COST EXTRA marketing cash

LACKED a unified global identity Simplify and make major IMPROVEMENTS Concentrate resources on the STRONGEST brands

Define and POSITION the brand & aggressively MAINTAIN the category dominance

Brand should design with a good mission

Positioning is about putting the brand inside customer`s mind

Market positioning in 1950s

Dove soap doesnt dry your skin because it`s cleansing cream

Differentiation in 1950s
Brand ASSOCIATE Content cleansing cream
NEW CONCEPT generation

What

The look is not like a soap


How Context For body & face

Where

Infrastructure

Dept. store, Pharmacy

Advertisement

Honesty, authenticity (Using real woman & natural)

Market positioning in2007

Real Woman, Real Beauty


Message: Image: real beauty can be found on the inside, every woman deserves to feel beautiful real beauty is portrayed by women who dont have runway model

Positioning Statement
Dove`s mission is to make women feel beautiful every day by widening todays stereotypical view of beauty & inspiring women to take great care of themselves

Brand

Target Market

Frame of Reference

Point of Differentiation

Competitive Edge

Dove

Women

Beauty

Feel beautiful ( Moisturizer LOVE)

Inspiring women

Brand Management
BEFORE 2000 AFTER 2000

TRADITIONAL Brand Management Strategy

MODERN Brand Management Strategy

Brand Manager

Brand Manager
Marketing strategy

Brand Manager

Brand Development team


CENTRALIZED in globe scope

Brand Building DECENTRALIZED in Major Geographic region

Brand Brand Brand VS VS Associates Associates Associates

LONG TERM strategy

SHORT TERM strategy

Brand Development: Bringing the brand evolving to the future, Innovation, IMAGE Brand Building: Bringing the brand to life in the marketplace

Research
Self-descriptions

Study Highlights
Medias Standard of beauty : 67%

Natural : 31% Average : 25%


Attractive : 9% Feminine : 8% Good-looking : 7% Cute : 7% Pretty : 5%

Beautiful : 2%
Sophisticated : 1% Sexy :1% Stunning : 1% Georgeous : 0%

Wish of portraying women : 74%

By observing conversation and other online behaviors company can LEARN HOW customer use their product

What does this discussion contribute to the meaning of the brand?


Words Of Mouth Dialogue Positive impact society

RELATIONSHIP
(TRUST & LOYALTY)

Market Leader (Promotion Tools)

Sharing EXPERIENCE (media dialogue)


Brand IDENTITY (Image & Awareness)