Brand endorsement
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hoe does the celebrity endorsement effects the sales of a product as compared to non-celebrity advertising.
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Brand Portfolio
Brand management is the analysis and planning on how that brand is perceived in the market. Developing a good relationship with the target market is essential for brand management. Tangible elements of brand management include the product itself; look, price, the packaging, etc. The intangible elements are the experience that the consumer has had with the brand, and also the relationship that they have with that brand.Brand management is a function of marketing that uses special techniques in order to increase the perceived value of a product
CELEBRITY ENDORSEMENT
The document discusses celebrity endorsements and their impact on marketing and brand equity. It notes that celebrity endorsements can increase sales and brand awareness but also have risks if overused or if the celebrity's image becomes tarnished. Some key points made include that celebrity endorsements attract consumer attention, influence psychological profiles of buyers, and help establish new businesses, but overexposure, negative publicity, or multiple inconsistent endorsements can damage the brand.
Brand Repositioning
Marketing positioning is the process by which marketers try to create an identity for a brand in the minds of customers. Repositioning involves changing this identity relative to competitors. Reasons for repositioning include responding to competition, increasing slow sales, clarifying the brand message, boosting company value, and attracting new customers. Repositioning can strengthen competitive position, improve sales, better target the market, align with customer needs, and generate media attention through various approaches like emphasizing celebrity endorsements, changing target segments, symbolism, moving up-market, expanding niches, or overhauling brand image.
Brand assignment lux case study
HUL has traditionally positioned the Lux soap brand by featuring popular film stars in advertisements to influence consumer beliefs and attitudes. This approach creates a strong connection with consumers by implying the soap has qualities that attract top celebrities to endorse it. It also helps the brand stand out among competitors. Going forward, Lux could expand its market by developing new product lines featuring natural ingredients or herbal formulations. It could also venture into personal care categories like fragrances. Lux would differentiate itself through educating customers about product variations and benefits while continuing to build the brand's trusted legacy.
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A brand value chain is a structured approach to assessing the sources and outcomes of brand equity and the manner by which marketing activities create brand value.
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This document discusses key concepts in brand management. It defines a brand as a name or symbol that identifies a seller's goods/services and differentiates them from competitors. Building a brand involves activities to nurture it into a profitable asset, such as product development, advertising, and ensuring delivery matches promises. Strong brands have high equity allowing premium pricing and defense against competition. Managing brand associations, status, ambassadors, and vitality helps build brands, while ensuring all customer experiences match the brand image avoids pitfalls.
Brand Value chain
The brand value chain outlines how marketing activities like advertising, sponsorships, and publicity create brand value that leads to customer brand awareness and associations. This in turn drives market performance metrics like market share, price premiums, and profitability. For Coca-Cola specifically, their global marketing programs aim to create strong brand attachment and preference so that customers think of Coke whenever they think of soft drinks, leading to their dominant 45.8% market share in India. Their brand value is also reflected in their stock performance and $170.1 billion market capitalization.
Brand personality
The document discusses various aspects of brand identity and positioning. It begins by explaining that brand identity is the purpose for which a brand is created and goes beyond image. It then discusses dimensions of identity, including the brand as a product, organization, person and symbol. It also explains the concepts of inner and outer identity. Brand positioning is described as placing a brand in the customer's mind relative to competitors. The document also discusses tools for analyzing brand identity and positioning such as brand personality scales and multi-dimensional scaling. Finally, it covers repositioning brands over time as market conditions change.
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Brand Portfolio
Brand management is the analysis and planning on how that brand is perceived in the market. Developing a good relationship with the target market is essential for brand management. Tangible elements of brand management include the product itself; look, price, the packaging, etc. The intangible elements are the experience that the consumer has had with the brand, and also the relationship that they have with that brand.Brand management is a function of marketing that uses special techniques in order to increase the perceived value of a product
CELEBRITY ENDORSEMENT
The document discusses celebrity endorsements and their impact on marketing and brand equity. It notes that celebrity endorsements can increase sales and brand awareness but also have risks if overused or if the celebrity's image becomes tarnished. Some key points made include that celebrity endorsements attract consumer attention, influence psychological profiles of buyers, and help establish new businesses, but overexposure, negative publicity, or multiple inconsistent endorsements can damage the brand.
Brand Repositioning
Marketing positioning is the process by which marketers try to create an identity for a brand in the minds of customers. Repositioning involves changing this identity relative to competitors. Reasons for repositioning include responding to competition, increasing slow sales, clarifying the brand message, boosting company value, and attracting new customers. Repositioning can strengthen competitive position, improve sales, better target the market, align with customer needs, and generate media attention through various approaches like emphasizing celebrity endorsements, changing target segments, symbolism, moving up-market, expanding niches, or overhauling brand image.
Brand assignment lux case study
HUL has traditionally positioned the Lux soap brand by featuring popular film stars in advertisements to influence consumer beliefs and attitudes. This approach creates a strong connection with consumers by implying the soap has qualities that attract top celebrities to endorse it. It also helps the brand stand out among competitors. Going forward, Lux could expand its market by developing new product lines featuring natural ingredients or herbal formulations. It could also venture into personal care categories like fragrances. Lux would differentiate itself through educating customers about product variations and benefits while continuing to build the brand's trusted legacy.
Brand Value Chain - Marketing Management
A brand value chain is a structured approach to assessing the sources and outcomes of brand equity and the manner by which marketing activities create brand value.
Brand management ppt MBA
This document discusses key concepts in brand management. It defines a brand as a name or symbol that identifies a seller's goods/services and differentiates them from competitors. Building a brand involves activities to nurture it into a profitable asset, such as product development, advertising, and ensuring delivery matches promises. Strong brands have high equity allowing premium pricing and defense against competition. Managing brand associations, status, ambassadors, and vitality helps build brands, while ensuring all customer experiences match the brand image avoids pitfalls.
Brand Value chain
The brand value chain outlines how marketing activities like advertising, sponsorships, and publicity create brand value that leads to customer brand awareness and associations. This in turn drives market performance metrics like market share, price premiums, and profitability. For Coca-Cola specifically, their global marketing programs aim to create strong brand attachment and preference so that customers think of Coke whenever they think of soft drinks, leading to their dominant 45.8% market share in India. Their brand value is also reflected in their stock performance and $170.1 billion market capitalization.
Brand personality
The document discusses various aspects of brand identity and positioning. It begins by explaining that brand identity is the purpose for which a brand is created and goes beyond image. It then discusses dimensions of identity, including the brand as a product, organization, person and symbol. It also explains the concepts of inner and outer identity. Brand positioning is described as placing a brand in the customer's mind relative to competitors. The document also discusses tools for analyzing brand identity and positioning such as brand personality scales and multi-dimensional scaling. Finally, it covers repositioning brands over time as market conditions change.
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Brand hierarchy refers to displaying a brand strategy through the common and distinctive elements across a firm's products, revealing the ordering of brand elements. It can involve corporate, family, and individual branding strategies. Corporate branding uses a company name for products, while family branding markets different products under one name. Individual branding gives each product a unique name. Modifiers like words or phrases can further distinguish brands according to product types or models.
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Brand identity is a unique set of associations that a brand strategist aims to create to represent what the brand stands for and the promise it offers customers. It provides direction for the brand and is central to its strategic vision. There are four common traps for brand identity - focusing too much on brand image, position, external factors, or product attributes alone. An effective identity considers different elements of the brand as a product, organization, person, or symbol to create a stronger identity. Critical supports provide evidence for why the brand is better than alternatives.
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This document discusses various strategies for positioning a brand, including:
- Quality positioning - Focusing on a specific area of quality or expertise to differentiate from competitors.
- Value/price positioning - Emphasizing either a high-end or value-priced offering while ensuring quality.
- Benefit positioning - Highlighting the unique benefits of a product or service to appeal to consumer needs.
- Demographic positioning - Targeting brands towards specific age groups or genders.
- Competitor positioning - Establishing superiority by directly comparing to other similar brands.
- Cultural symbol positioning - Leveraging cultural icons to associate the brand with certain attributes.
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The document discusses celebrity endorsement, which is when a well-known celebrity uses their fame to promote a brand or product. Celebrities can come from acting, modeling, sports, music, business, and politics. Employing celebrity endorsement aims to instantly provide credibility for a product, increase demand and reliability, and refresh a brand image. Potential advantages include building brand awareness and equity, aiding recall of the brand, and boosting sales. However, risks include a celebrity's reputation affecting the brand or a mismatch between celebrity and product overshadowing the brand. Successful celebrity endorsement requires a flexible approach and positive relationship between celebrity and brand.
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This document discusses different types of advertising appeals, including rational/informational, emotional, and moral appeals. It provides details on various sub-types of each appeal. Rational appeals highlight functional benefits and include features, competitive advantages, price, news, and popularity. Emotional appeals relate to psychological and social needs and can be positive like humor or negative like fear. Moral appeals direct consumers' sense of right and wrong. Other appeals mentioned are reminder, teaser, musical, transformational, comparison, direct, and indirect appeals. The document also briefly discusses layout goals, principles, formats, and types of layout problems.
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This document discusses various strategies for positioning a brand, including:
- Quality positioning - Focusing on a specific area of quality or expertise to differentiate from competitors.
- Value/price positioning - Emphasizing either a high-end or value-priced offering while ensuring quality.
- Benefit positioning - Highlighting the unique benefits of a product or service to appeal to consumer needs.
- Demographic positioning - Targeting brands towards specific age groups or genders.
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The document discusses celebrity endorsement, which is when a well-known celebrity uses their fame to promote a brand or product. Celebrities can come from acting, modeling, sports, music, business, and politics. Employing celebrity endorsement aims to instantly provide credibility for a product, increase demand and reliability, and refresh a brand image. Potential advantages include building brand awareness and equity, aiding recall of the brand, and boosting sales. However, risks include a celebrity's reputation affecting the brand or a mismatch between celebrity and product overshadowing the brand. Successful celebrity endorsement requires a flexible approach and positive relationship between celebrity and brand.
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http://www.dgmcms.org.in/
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The document summarizes market research findings about the brand Lux soap from Hindustan Unilever. It finds that Lux has near 100% brand awareness in India and is known as a premium beauty soap. Television is the main source of awareness about Lux. The brand is strongly associated with actress Aishwarya Rai. Strawberry and cream is the best-selling variant. Lux has a large distribution and sales network in India.
Brand Strategy
This document discusses key aspects of developing an effective brand strategy, including establishing a brand vision, positioning, contract, and communication plan. It provides examples of brand visions, positions, and contracts for well-known brands like Disney, Walmart, FedEx, McDonald's, Apple, Google, and Toyota. The document also outlines metrics for measuring return on brand investment, such as brand awareness, contract fulfillment, customer acquisition and loyalty, financial value, and price premium.
Dove-STP:
Dove is a personal care brand owned by Unilever that produces beauty bars. Dove was first introduced in 1955 in the Netherlands and brought to the US in 1957. It touted containing moisturizers which helped it thrive in the 1960s as a niche skin care product. In the 1970s, an advertising campaign publicized that Dove dried and irritated skin less than ordinary soap, helping it gain market share. Dove targets women of all ages, shapes and sizes, especially working women, and positions itself as helping women feel beautiful as they are through campaigns promoting positive self-esteem. Dove's main competitors in the moisturizing beauty bar segment are Olay, Vivel, and Himalaya so
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This document discusses branding strategies and the brand-product matrix. It explains that the brand-product matrix and brand hierarchy help define relationships between brands and products to formulate branding strategies. The matrix maps brands against product lines to determine how brand elements are applied. This clarifies brand awareness, improves consumer understanding of similarities and differences, and motivates brand image to maximize equity transfer between brands and products. The document provides an example matrix and discusses brand extension and portfolio strategies to maximize market coverage while minimizing brand overlap.
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Social Functions,Psychological Functions,Economic Functions.INFORMING
PERSUADING
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Distinguish from the competitors
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The document discusses advertising campaigns and provides details on various aspects related to developing an effective advertising campaign. It defines an advertising campaign as a series of advertisement messages that share a single theme or idea. The critical part is determining the champion theme, which sets the tone for the individual ads. An advertising campaign is an organized series of ads with identical or similar messages over a period of time. The document also discusses types of advertising campaigns based on geographical spread, purpose, and media used. It provides examples of different campaign types like those using word hooks, character hooks, or repeatable themes. Finally, it discusses considerations for planning an advertising campaign like identifying the problem, selecting the target audience, budget, and post-testing.
Advertising agency, role and types
An advertising agency is a service business that creates, plans, and handles advertising campaigns for clients. Its roles include conducting research on products, target consumers, and companies; creating appealing ads; planning media placement; gathering feedback; and managing billing. Large full-service agencies handle all aspects of advertising, while smaller specialized agencies focus only on creative functions like copywriting. In-house agencies work solely for one advertiser.
Brand building
Brand building involves activities to nurture a brand into a profitable stream for the company after launch. Advertising helps build brands by contributing to how consumers perceive the brand. A company's brand provides a competitive advantage and is a strategic asset. Brand equity refers to the value added to a commodity by associating it with tangible and intangible benefits in consumers' minds. Power brands generate large profits and strategic opportunities because they have a distinctive product, deliver on their brand promise, and have a strong personality and widespread presence. Building brand equity requires distinguishing the product, aligning advertising with what is delivered, and creating emotional bonds and relationships with customers.
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Dabur is an Indian FMCG company founded in 1884. It has undertaken brand revitalization and reinforcement efforts over time. This included launching new products and marketing programs to educate customers and revitalize brands. It also worked to reinforce brands through new logo, packaging designs, and ensuring product innovation. Dabur restructured by cutting low-contribution brands, positioning as an herbal specialist, and entering new areas to target youth. It changed its branding strategy from umbrella to focus on power brands like Dabur, Vatika, Anmol, Real and Hajmola. Product line extensions further diversified offerings to different audiences. These strategies helped Dabur renew interest, increase market share, and move
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Dove is a personal care brand owned by Unilever that was launched in India in 1995. It is positioned as a mild soap and moisturizer for women of all ages and body types. Dove aims to promote a wider definition of beauty through its "Real Beauty" campaign, which features everyday women rather than models. The brand sees television, print, outdoor, and digital advertising as key to promoting this message of inclusive beauty and building the Dove brand in India.
Media Plan Of Dove
Dove is a personal care brand owned by Unilever that was launched in India in 1995. It is positioned as a mild soap and beauty product for women of all ages and body types. Dove uses "Real Beauty" campaigns featuring everyday women to promote a wider definition of beauty and increase women's self-esteem. The brand is targeted towards women from upper middle class and high income groups. Dove has a wide product range including soap, lotions, and hair and skin care products.
Group6_SecA_ConsumerBehaviorProject
This document provides an overview of how the Dove brand has evolved over the years and consumer perceptions of the brand. It discusses Dove's brand evolution story from 1957 to 2007, including key changes to its advertising messages and positioning. During this period, Dove shifted from focusing on its moisturizing properties to using "real women" in ads to more recent campaigns promoting self-esteem and confidence. The document also analyzes Dove's logo evolution and changes in consumer perceptions of the brand as it expanded its product lines and campaigns.
Marketing - Brand Ambassador
The document discusses the role and importance of brand ambassadors. It states that leadership is not a person but a brand, and a leader's role is to serve as a brand ambassador. An effective brand ambassador inspires others, demonstrates strong character traits like honesty and commitment, and communicates in a simple yet compelling way. The document also discusses how celebrities are often used as brand ambassadors because they can help position brands, promote awareness, and transfer their value and popularity to the brand they endorse. Finally, it notes that brand ambassadors are important because they can influence consumer purchase decisions and create a connection between the consumer and the brand.
hul.pptx
This document provides an overview of Hindustan Unilever Limited (HUL), a leading consumer goods company in India. It discusses HUL's history, vision, key brands like Dove and Lux, marketing strategies, growth, and product portfolio spanning over 40 brands across 12 categories. Dove and Lux soaps are positioned as premium beauty brands targeting women. Dove educates on true beauty beyond physical appearance, while Lux offers quality products at affordable prices with strong branding. The document also briefly outlines HUL's revenue growth and concludes with references.
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Experience the ultimate collection of cosmetic products from wide rage of brands promising great quality and results at "GROVER TRADRS-WHERE BEAUTY BEGINS". "GROVER TRADERS" is a hub for cosmetic shopping since 1994 which will offer you amazing products from different brands which in turn, would make you fall in love with their quality.
Dove: Evolution of a brand
This presentation is an attempt of Jeet Parekh to solve the Harward Business Review case study on "Dove : Evolution of a Brand". It looks every aspect of it and every detailed
DOVE: EVOLUTION OF A BRAND BY JEET PAREKH IIT BHU
DOVE: EVOLUTION OF A BRAND BY JEET PAREKH
THIS IS ATTEMPT TO SOLVE A FAMOUS CASE OF HARVARD BUSINESS REVIEW. AWESOME CASE STUDY TO UNDERSTAND BRANDING.
The evolution of Dove as a Brand
this presentation gives us the insights of how Dove developed as a brand and what were the strategies adopted by it to succeed in the highly competitive market
Dove- Evolution of a brand
Unilever launched its "Path to Growth" initiative in 2000 to decentralize its 1,600 brands into 400 global masterbrands. Dove was selected as a masterbrand. It had previously relied on claims of functional superiority but could no longer do so across categories. Its new role was to provide a point of view. Research found that advertising portrayed unattainable standards of beauty. Dove launched its "Campaign for Real Beauty" in 2004 featuring everyday women to promote a broader definition of beauty. It risked criticism but generated significant awareness and debate, establishing an emotional connection with women. The campaign was hugely successful and helped Dove become the number one cleansing brand, with the fund also raising self-esteem of girls
Milk Makeup Presentation
Milk Makeup is a cruelty-free and vegan makeup brand founded in New York. They originally launched with unique makeup sticks that could be applied with fingers. While they gained traction promoting these unique products, they have since strayed from this in marketing. They have a limited distribution in the US through Sephora and Urban Outfitters stores and their website. Opportunities exist to expand internationally, partner with influencers, improve shade ranges, and sell in Ulta stores. Market research like in-store observation and customer surveys could provide insights to help with future expansion and product development plans.
Dove Brand Analysis
Areas Covered :
Evolution of the Brand
Brand Identity
Brand Personality
Logo of the Brand
Tagline of the Brand
Brand Connect with intended customer
Where does the Brand fit in the company’s scheme of things??
Ad campaign analysis (both Print and TVC)
Dove campaign for real beauty
Unilever launched its "Campaign for Real Beauty" in 2004 through its Dove brand. The campaign was designed by Ogilvy & Mather and aimed to challenge stereotypes of beauty promoted by the industry by featuring real women of various ages and body types in its advertising. A survey conducted for the campaign found that most women did not consider themselves beautiful by typical standards. The campaign was intended to make more women feel beautiful by presenting a wider definition of beauty and raising awareness of unrealistic media portrayals. It contributed to increased sales and brand recognition for Dove.
Dove Beauty Case Study
Unilever wanted fewer global brands to have a unified identity. Dove originally positioned itself as a soap that doesn't dry skin due to its moisturizing properties. In 2007, Dove became a masterbrand representing the idea of "real beauty" through its campaign challenging unrealistic beauty standards.
Before 2000, Unilever organized brands by product category with one manager per brand. After 2000, responsibility for brands was split between groups managing brand development globally and brand building locally.
Dove Evolution Of A Brand
The document summarizes the evolution of the Dove brand from the 1950s to 2007. It discusses Unilever's strategy to reduce its portfolio to 400 core brands and focus on brand building. It then details how Dove shifted its positioning from focusing on mildness and gentleness in the 1950s to launching its "Campaign for Real Beauty" in 2004 championing a more inclusive definition of beauty. The campaign was intended to make more women feel beautiful and challenge stereotypes. The document also notes some potential risks to Dove's brand from the campaign.
Dove Evolution Of A Brand
The document summarizes the evolution of the Dove brand from the 1950s to 2007. It discusses Unilever's brand management strategy of reducing brands and focusing on "masterbrands". It then focuses on how Dove evolved from positioning as a mild soap to launching its Campaign for Real Beauty in 2004 to promote a wider definition of beauty. The campaign used images of everyday women to challenge stereotypes, and was very successful in increasing Dove's market share and brand loyalty. However, it also faces some risks if not implemented carefully.
Brand Embassadors role by Komal
This document discusses celebrity endorsement as a form of advertising. Some key points made include:
1. Celebrity endorsement involves using well-known people to promote products through appearances and advertisements.
2. It is an effective strategy because celebrities have more influence than average citizens and their endorsements are more believable and create greater brand familiarity.
3. The selection of celebrities should ensure a good match between the celebrity's qualities and the product's features to maximize effectiveness.
4. Successful celebrity endorsements can influence purchases, build brand awareness, attract new users, and help failing brands through a new image. However, there are also risks like a poor celebrity-product match or overexposure of celebrities.
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Brand endorsement
- 2. Brand endorsement: Endorsements are a form of advertising that uses famous personalities or celebrities who command a high degree of recognition, trust, respect or awareness amongst the people. Such people advertise for a product lending their names or images to promote a product or service. The more famous or celebrated the endorser, the more expensive can it be to use that personality for a product.
- 3. Brand ambassador: Brand ambassador is a marketing term for a person employed by an organization or company to promote its products or services within the activity known as branding. The brand ambassador is meant to embody the corporate identity in appearance, demeanor, values and ethics.
- 4. Celebrity branding: Celebrities are popular and followed by many people so it makes sense that marketers benefit from using them in order to get their message across. A celebrity can capture consumers' attention link the brand with their own personal image and associate their positive attributes with those of the product concerned. It is assumed that integrating a celebrity to a brand would increase chances of it being sold, which made companies value the business ideal of a 'brand ambassador.'
- 5. Benefits of celebrity endorsement: Build brand equity. Help people remember ads. Stand out. Make people believe the product contributes to superstar status.
- 6. Disadvantages of celebrity endorsement Celebrities can overshadow brands. Celebrities become overexposed. Images change.
- 7. You love what you see..!! you see them, you fancy them, & you want to be like them.. Here we have an extravaganza…
- 10. LUX 1925 was the year Lux launched the world’s first mass market beauty soap, “made like the costliest French soap” Lux is known as the Soap of the film stars. Lux invented the concept of celebrity endorsements and that was what gave them a highly differential positioning. In all the ads HUL is trying to to develop the image that LUX is the soap of Filmstars/Models/Celebrities and it makes the skin soft. 400+ world famous actresses have been the face of Lux to date.
- 11. Lux- beauty by numbers 600 million women worldwide regularly delight in the superior fragrances and luscious textures of Lux. 12 Million Lux products are purchased every day of ever year. 1.5 Billion times per day, a Lux product is enjoyed around the world. 100+ countries across the globe enjoy Lux as their beauty soap.
- 12. Love of beauty is taste & creation of beauty is art…!!! here, I present you the artist…. As the tag line goes… Everyday moisture is the key to beautiful skin!!
- 15. Dove Dove as a deep moisturizer for dry skin was launched by the Hindustan Unilever in early 90’s. At the start of the 1990s, the brand existed only as a soap bar in the US, Growth has been rapid and dynamic over the past 20 years. Dove propelled Unilever into the position of the #1 bar soap manufacturer in the world, toppling Procter & Gamble.
- 16. Dove- effect in numbers The less widely accepted Brand, Finance ranking of beauty products ranked it #7 with a value of $5.0bn. Dove's sales were around $3bn globally in 2011, according to figures released by Unilever at the end of that year. The brand is available in around 100 countries worldwide. In 2012, Kantar's Brandz ranking placed Dove as the world's 4th most valuable personal care brand, with an estimated value of $4.7bn.
- 17. Benefits of using ordinary people in advertisement Cost effective Helps in connecting to the mass audience Does not overshadow the brand
- 18. Disadvantages of non-celebrity advertising Stand out Does not help in brand equity It is not that catchy.
- 20. Cont..