Dove's brand represents innocence, gentleness, faith, affection, peace and constancy through its logo of a dove in blue, white and gold colors. Its "Real Beauty" payoff aims to show non-model, non-stereotypical representations of beauty through ads to make women of all ages feel comfortable as they are. Dove establishes a friendly, understanding relationship with consumers by serving as a non-invasive friend and ambassador for building self-confidence, self-esteem and uniqueness rather than dictating beauty standards.

1. DOVEREAL BEAUTY

2. SIGNALSThe name of Dove: means bird.The Dove universally symbolizes innocence, gentleness, faith, marital affection, peace and constancy.Represented as a logoColours: blue,white and gold Pay-off: Real Beauty

3. Non testimonials (BUT on adds don’t use model-type person) Non recognizable product shape

4. VALUESNo lie (reinforce the pay off “Real Beauty” )No fakeFeelcomfortableasyou areNo beauty stereotypesBeauty isnotaboutage

5. PERSONALITYFriendlyUnderstandableSelf-confidentSelf-esteemMind-independentUnique

6. RELATIONSHIPPARITETICALNot invasive brandThe brand is a friend and the consumer is called to be the ambassadorForeverystepof a life cycleyou can have a ambassadorof the brandthatyou can take asanexample or a rolemodel