• As our book touches on this week, brand identity plays an important role in positioning products and

companies in the minds’ of consumers. In gaining a deeper appreciation for the importance of

developing a positive brand identity and related marketing strategy, you are going to focus on the

globally recognized personal care products of Dove® and will address questions related to a real-world

case study on the Brand. For starters, you can discover more about the Brand by going to their website

at the following address: www.dove.com

You will then learn more about the marketing and branding challenges of Dove, by reading the case

study on page 224 225 of our ebook. Once you do this and complete your additional outside research,

address the following questions: (please note the questions here are slightly different than those in

the ebook and you should only address the questions that follow here.)

1. The Dove Real Beauty campaign used a unique message to successfully market its products, but

beneath that message was the effective understanding of basic marketing fundamentals. What

are those fundamentals?

2. As a result of its Real Beauty marketing campaign, Dove’s sales soared and it attracted many

new customers. What can the Company do to retain these customers?

3. If a brand is a promise, what does the Dove brand promise its customers?

4. What can a company that sells services, rather than commodities, take away from Dove’s

experience?

5. Building upon the business you would like to open up, what would differentiate your brand from

competitors?