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DOVE: EVALUATION OF A BRAND HARVARD BUSINESS SCHOOL CASE STUDY 9-508-047.

18262. DOVE: EVALUATION OF A BRAND HARVARD BUSINESS SCHOOL CASE STUDY 9-508-047.

This paper provides a case analysis and case solution to a popular Harvard marketing case study concerning Unilever’s “Dove” brand soap. The case focuses on Unilever’s designation of Dove as a master brand and its launch of a controversial advertising campaign (“Real Beauty”) as well as its expansion of the Internet channel for marketing and branding. The paper includes problem identification, problem analysis, identification and assessment of alternatives, recommendations, and implementation plan. KEYWORDS: branding case study dove brand case solution unilever dove brand soap real beauty advertising campaign internet new media marketing YouTube viral marketing Axe brand. APA Style. 11 pages, 12 footnotes, 7 bibliographic sources. 3230 words.

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