Dove Brand Audit

Group 10
Executive Summary:
The objective of the project is to measure the brand value for the brand “DOVE”. The
market was aware of intangibles, but their specific value remained unclear and was not
quantified specifically. Evaluation of profitability and performance was the focus for the
business on indicators as return on investment, assets or equity. Apart from this brand is a
special intangible asset which influences the choice of customers, investors and government
authorities. Brand Value is the quantity that a brand is worth in terms of income, reputation,
prestige and market value. Brands with high value are considered as an asset to a company,
so that when a company is sold a brand with high value is worth more than any other factor
taken as consideration. Brands must be linked to a wider business strategy and their identity
may change as the business focus of a company.
Brand image is a perception which a buyer has, based on harder evidence and almost
certainly will influence the purchasing decision. High levels of brand awareness and a
positive image increase the probability of a product being chosen and decrease the
vulnerability to competitive forces. Brand image will command larger margins and product
will be demanded. Brand which is well known and well regarded becomes a platform for
adding new products as some aspects of the positive imagery will cross and help in the
launch of new products. Five categories can be highlighted for intangibles to be linked to a
brand like user profiles, purchase situation, usage situation, personality and values and
history, heritage and experiences. Attention to a brand’s image is very important for long
term success. There are a number of techniques to measure the value of a brand qualitative
and quantitative.
DOVE’s success stands itself because of the differentiation process it followed to increase its
brand equity in 2004. This campaign gave woman a feeling of identification and association
with the brand and the products without even being tried them. Women could identify with
images they were seeing in the advertising campaigns which resulted in willingness to pay
high price as a brand. Organization brand equity was made using the financial accounts of
the company as a basis of brand equity evaluation where as Consumers brand equity the
brand loyal it acquired over years is what that distinguishes from other brands.

Brand Knowledge:
Brand Knowledge is the extent of the consumer's awareness of the brand and
understanding its identity. The awareness levels about the brand, shows the intimacy that
consumers share with the brand. True knowledge comes through building of the brand. The
core visual identity of a simple dove which universally symbolizes gentleness, peace and
innocence. These attributes also give consumers the ability to recognize the brand as natural
and honest. When most consumers think of Dove as a brand, they immediately think of
strong values. By integrating positive personality traits into nearly all of their marketing
communications, Dove has effectively portrayed themselves as a brand who truly cares.
Dove makes use of happy women across all shapes, sizes, ages and in their natural state
without makeup and photo editing in all of its adverts (TV and print), including billboard
adverts. This sends a subliminal message that consumers of any shape or size can be happy
like the women in their adverts if they use Dove. This aligns to the brands values and
personality of endorsing real natural beauty standards.
Brand Image
Dove has managed to create a very effective brand image in terms of promotion of body
image. While the product is seen as a cleaning as well as nourishment expert, all cosmetic
products of dove also promote the real beauty campaign, making the brand image as a
confident and supportive brand.
Tone of the brand
Dove brand uses a supportive, friendly, inspiring, confident, sincere and reliable voice tone,
which makes it a trust worthy brand. The brand image is set at a platform where the brand
shows empathy towards women issues of self-confidence and self esteem in general.
Brand Symbols
The symbol correlates with the brands’ purpose of being a gentle skin and hair care product
that is pure like a dove in that it does not contain any harsh ingredients. This symbol also
aligns to the brands’ values of endorsing real natural and “pure” beauty standards.
Brand Story
Dove was created and positioned as a moisturising beauty bar with ¼ moisturiser with the
promise not to dry out the skin like competitors in its category. Then the brand evolved and
launched the “real beauty campaign” in 2004, which challenged the conventional standards
of beauty in society and endorsed the notion of natural real beauty by using women of all
shapes, sizes, colours, ages to redefine what beauty is. Making this move made dove
connect to women on extreme emotional levels.

PRODUCT RANGE
Dove offers a range of products: body washes, hand and body lotions, facial cleansers,
deodorants, shampoos, conditioners and hair styling products, all developed on the
universal premise of real care. The hair care range includes Daily Shine, Dryness Care,
Dandruff Care, Hair Fall Rescue, Intense Repair Therapy, Nourishing Oil Care and Colour
Rescue. Dove can pamper the skin with the unique rich moisturisers and pure silk formula of
Dove Lotions and Creams. Dove antiperspirant deodorants come in 3 variants – Original, Silk
Dry and Clear Touch, for visibly softer, smoother underarms, 24-hr protection from sweat
and odour.
BRAND VALUE
Brand Value of Dove as leading personal care brand is 6.35 billion U.S. Dollars. In 2020, the
Dove brand was valued at approximately five billion U.S. dollars, increasing about ten
percent compared to the previous year. L'Oréal Paris brand value is 29468 million U.S.
dollars. Nivea’s brand value is 6673 million U.S. dollars Due to their wide range of products,
Nivea is considered as one of the top Dove competitors. Annual L'Oréal’s Annual Revenue is
$30.7B. Dove also differentiates itself from its competitors by consistently communicating
and endorsing real natural beauty, self-confidence and self-acceptance across all platforms
(commercials, print adverts, website and social media) by featuring imagery of real ordinary
women. It is also the only brand in its category that distinguishes itself by taking a real
beauty pledge not to distort or visually enhance any of their images of women. No other
competitor can promise this.