Brand Management

of Dove
Presented by:
Md Tanjil Islam
ID: 2025171052
Brand OVERVIEW

Dove is a globally recognized personal care and

beauty brand that operates under the Unilever
umbrella. Founded in 1955, Dove has become a
household name, known for its commitment to
promoting real beauty and self-confidence. The
brand has been at the forefront of challenging
traditional beauty standards and encouraging
individuals to embrace their natural selves. Dove's
product line includes a wide range of skincare,
haircare, and personal hygiene products.
CUSTOMER BASED BRAND EQUITY

01 02 03 04
Brand Brand Perceived Brand
Awareness Association Quality Loyalty
BRAND IMAGE

GENTLENESS AND QUALITY AND NATURAL AND PURE

CARE EFFECTIVENESS
POINTS OF PARITY (POP)

Cleansing Efficacy

Hydration and Moisturization

Availability

Mild Formulation
POINTS OF DIFFERENCES (POD)

Inclusivity and Diversity:

Social Responsibility

Emotional Connection
BRAND MANTRA
BRAND ELEMENTS

Brand Name: Dove

Brand Logo:

Slogan: “The real beauty is every day”

Jingle
PRODUCT STRATEGY

Gentle Formulations

Diverse Product Portfolio

Sustainable Packaging
PRICING
STRATEGY

• Value-Based Pricing
• Premium Pricing
• Promotions and Discounts
CHANNEL STRATEGY

Retail Distribution Online Sales Direct-to-Consumer (DTC)

Secondary Brand
Associations

• Real Beauty Campaign

• Unilever
• Sustainability
• Celebrity Endorsements
• Accessible Pricing
THANK YOU!