ANALYSIS OF DOVE

BRAND’S ELEMENTS

Rahim Jabbar
June 15 2019

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 STRUCTURAL ELEMENTS OF A BRAND
STRUCTURAL ELEMENTS OF A BRAND
Outcomes obtained from the brand that solve customer’s problem by means of
Elements of
functional, emotional and social benefits that function as “gain creators “ and “pain
value
relievers “ through a right set of features & properties & specifications and imagery.
Any functional, emotional or social benefits when it supports the realization “gains required” Gain
may function as “gain creators” Creators
•Any functional, emotional or social benefits when it address the “relevant pains” “ may Pain
function as “pain relievers” Relievers
Emotional & Social Benefits Functional Benefits
•Certain positive associations, identification and •Modulate smoker’s mood
→

Benefits
feelings about the brands.(“this is my brand”) •Clearer and higher quality picture
Imagery Properties/Features
A set of knowledge, impressions, beliefs, and •E.g. Tobacco contains nicotine that helps Properties/
→

feelings and about the brand.
Identity Elements
These are set of stimuli (visual, verbal, signs,
graphics, etc.) that carry signs/symbols to
deliver certain meanings and construct certain
→
people modulate their moods Features/
•E.g. Special chips may encode & store great Imagery
quantity of pixel (picture elements)
Functional Core
These are the things/objects that really do
the job of delivering functional benefits
through its properties /features, which can Brand’s

imagery. be: Elements

through Brand Name, Design (logo, packaging, •Materials. (e.g. tobacco for cigarette)
etc.) and Brand story (advertisement, •Service (like grooming process at the hair
communities) saloon)
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Target Market Profile; Who are the target consumers? What are their key profiles? How are they with regards
to the category?
DOVE Packaging Design

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 DOVE, The Innocent Brand

The Innocent finds positive sides in everyone and everything.

It sees beauty even in things that others will not even consider, and
feels in peace with its inner beauty.

Dove, obviously, is a good representation of the Innocent archetype.

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 TARGET MARKET REQUIREMENTS → BRAND FORMAT
An example for Dove Beauty Soap
Target Market Requirements DOVE Brand Format to Address Requirements
• Quality •Sensory appeal (pleasant smell) → Rewards me
Elements Elements of
• Rewards me •Quality (making soft & smooth skin)
of value value
• Social affiliation → recognition •Social recognition
•The feeling of self-confidence (presentable through shiny
Gain
Gains •Social affiliation and recognition skin) being enhanced by ‘the look & feel of DOVE →
Creators
socially confident because of feeling beautiful
•Dry skin •The effect of moisturizing cream → No more dry & tight Pain
Pains
•Tight skin skin after bathing Relievers
To look and feel beautiful through Emotional & Social: Functional:
Job-to-be- having soft and smooth skin •Boosting Self-esteem •Making skin soft and
Benefits
Done (part of self –maintenance and •Displays my internally- smooth
beauty regime). sourced feminine beauty •Freshness
Imagery
Properties/Features Properties/
•Soft
•Soft cleaning process Features/
•Tender
•Fresh perfume Imagery
Needs for affiliation to gain affection •Beautiful
Needs/
of salient relevant others requires a Identity Elements: Functional Core
Wants/
woman to present her personal best •Dove, “a peaceful animal” •1/4th moisturizing cream
Desires
in becoming more feminine. •Green naturalistic design (= emollients that Brand’s
•“I am beautiful because I protect, lubricate and Elements
am beautiful inside” moisturize the skin)
•Citrus scents
Consumption Engine → Demand Drivers for Structural Elements of a Brand as a Marketing Offer:
BEAUTY SOAP DOVE Beauty Soap
Customer/Consumer Basic Profile: Target Market Profile 5
Demographics & Psychographics for DOVE, a Beauty Soap Brand
SIMPLIFIED AEXAMPLE FOR DOVE BEAUTY SOAP → JTBD-BASED BRAND VALUE PROPOSITION
Target Market Requirements DOVE Brand Format to Address Requirements
• Quality •Sensory appeal (pleasant smell) → Rewards me
Elements Elements of
• Rewards me •Quality (making soft & smooth skin)
of value value
• Social affiliation → recognition •Social recognition
•The feeling of self-confidence (presentable through shiny
Gain
Gains •Social affiliation and recognition skin) being enhanced by ‘the look & feel of DOVE →
Creators
socially confident because of feeling beautiful
•Dry skin •The effect of moisturizing cream → No more dry & tight Pain
Pains
•Tight skin skin after bathing Relievers
To look and feel beautiful through Emotional & Social: Functional:
Job-to-be- having soft and smooth skin •Boosting Self-esteem •Making skin soft and
Benefits
Done (part of self –maintenance and •Displays my internally- smooth
beauty regime). sourced feminine beauty •Freshness

Pain
Pains
Relievers
Goods/
Customer Service =
Job A bundle of
Benefits
Gains Gain
Creators

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SIMPLIFIED EXAMPLE FOR DOVE BEAUTY SOAP → JTBD-BASED BRAND VALUE PROPOSITION
Target Market Requirements DOVE Brand Format to Address Requirements
• Quality •Sensory appeal (pleasant smell) → Rewards me
Elements Elements of
• Rewards me •Quality (making soft & smooth skin)
of value value
• Social affiliation → recognition •Social recognition
•The feeling of self-confidence (presentable through shiny
Gain
Gains •Social affiliation and recognition skin) being enhanced by ‘the look & feel of DOVE →
Creators
socially confident because of feeling beautiful
•Dry skin •The effect of moisturizing cream → No more dry & tight Pain
Pains
•Tight skin skin after bathing Relievers
To look and feel beautiful through Emotional & Social: Functional:
Job-to-be- having soft and smooth skin •Boosting Self-esteem •Making skin soft and
Benefits
Done (part of self –maintenance and •Displays my internally- smooth
beauty regime). sourced feminine beauty •Freshness

Pain Relievers Emotional & Social:

The effect of •Boosting Self-
CUSTOMER’s JTBD Pains
moisturizing cream →
To look and feel •Dry skin esteem
No more dry & tight •Displays my
beautiful through •Tight skin
skin after bathing internally- sourced
having soft and
smooth skin Gain Creators feminine beauty
(part of self – •Social affiliation
The feeling of self-confidence Functional:
(presentable through shiny skin)
maintenance and •Social recognition being enhanced by ‘the look &
•Making skin soft
beauty regime). feel of DOVE → socially and smooth
confident because of feeling •Freshness
beautiful

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