Brand Audit

Audio Recording 18 Apr 2022 at 23:37:57. Brand Audit.

Audio Recording 18 Apr 2022 at 23:38:23. Table of contents.

Audio Recording 19 Apr 2022 at 00:19:14. Dove. A beauty and personal care brand launched in 1957 in the US and owned by Unilever Dove’s mission statement, “..is to make a positive experience of beauty accessible to all women” (Dove, 2022) Dove strives to redefine beauty standards Dove offers products such as: deodorants, body washes, soap bars, moisturizers, hair and skin care as well as a separate line directed for the male beauty market In hopes of helping women build their self esteem, they launched the “Dove Self-Esteem Project'' in 2004 reaching 60 million people in over 130 countries Dove also launched a Campaign for Real Beauty.

Audio Recording 19 Apr 2022 at 00:20:22. In this personal care and beauty products market, Dove’s ongoing new product developments and campaigns will continue to keep Dove in the maturity stage for longer and elevate their brand as a whole.

brand architecture.m4a. Brand Architecture. Dove.

Audio Recording 18 Apr 2022 at 23:52:07. 6. Two most dominant market trends are the increasing demand for mens beauty products as well as the trend for organic and herbal skincare/products.

Audio Recording 18 Apr 2022 at 23:53:00. Industry Valuation.

Audio Recording 18 Apr 2022 at 23:53:44. Beauty & Personal-care Market.

Audio Recording 18 Apr 2022 at 23:56:48. Market Positioning.

Audio Recording 18 Apr 2022 at 23:58:49. High Quality CLINIQUE L'ORÉAL Dove PAR i S NIVEA High Price Low Price OLAY Low Quality.

Amerikadaniste.com 4.m4a. Brand Identity & Brand Elements.

Amerikadaniste.com 5.m4a. SWOT Analysis. Strengths Exquisite market presence. Firm, robust social media existence. Reputable brand awareness via advertising and branding. Available globally with good market share. Available in leading supermarket chains by an extensive supply chain network of Unilever and online. Weaknesses Potentially limited growth in the market share for Dove due to great competition in the FMCG market. Less active in the men's product line (Schmidt, 2022). Mainly aims for the female clientele (Dove, 2022). Being criticised as Hypocritical and Impracticable through campaigns. Opportunities Has the opportunity to extend to male customer markets. The brand coverage has potential to be broader by conducting a targeted geographic expansion. A collaboration with university students and corporates can pave the way for new opportunities (Dove, 2022). Threats Competitor similarities may detriment its business. Potential instability in Dove's business operations due to the regional macro environment differences (policy on the personal care industry and economic fluctuations). Copycat brands that mimic Dove may take away some of Dove’s business..

华山路 22.m4a. Brand Awareness. Vaseline Dove Johnson&Joh nson Olay Nivea Clean&Clear Social 100 81.56 33.49 10.52 7.96 7.56 Web 48.88 61.08 93.47 10.42 10.78 10.83 Sentiment 38.63 49.98 8.13 51.69 47.87 38.95 Growth 68.13 39.62 2.8 Search Visibility 31.21 58.76 21.82 21.28 19.42 1.95 Total 286.85 251.38 196.53 96.71 86.03 59.29.

华山路 31.m4a. Brand Awareness. CBBE model(Customer-based brand equity） Brand elements Logo & Packaging A well-known brand asset Creates an evocative brand awareness Slogan–'Beauty is for everyone' Building diverse brand communities, enhancing brand resonance. Inclusive awareness benefits from its positive empowerment Differentiated selling points..

华山路 32.m4a. Brand Awareness. 50 40 30 20 10 7.06% Extremely Un... 11.76% Unlikely 15.29% Possibility Neutral 38.82% Likely 27.06% Extremely Li....

Audio Recording 2022年4月19日 上午4:13:06. Brand Image.

华山路 40.m4a. Brand Resonance. Brand Resonance Pyramid Judgements: Own natural product quality Emphasis on corporate social responsibility whether the brand is gender neutral what the brand qgtually. Performance: A high level of hydration and gentleness Simple and generous packaging Safe and reassuring natural ingredients Mature and various product line Developing Men's care products Salience: High brand awareness High brand recall Deep psychological connection Good repeat purchase rate Loyal consumers all over the world Dove RESONANCE JUDGEMENTS FEELINGS PERFORMANCE IMAGERY Resonance: Call on its social discussions and activities Express the brand values in female customers in Confident, persuading, and awakening Word-of-mouth referral potential A focus on social issues Resonate well with customers Feelings: Comfortable Positive Safe Trustworthy Imagery: Brand meaning and values are — well communicated Naturalness, confidence Female - friendly SALIENCE.

Cristiana Conclusion.m4a. Conclusion. Strong emotional connections were initiated through the use of empowerment.

Recommednation Maria.m4a. More Impactful Campaigns.

Thank you!. anoa.

References. Anderson, J. R., 1983. A spreading activation theory of memory. Journal of verbal learning and verbal behavior, 22(3), 261-295. Celebre, A. and Denton, A., 2022. The good, the bad, and the ugly of the Dove Campaign for Real Beauty | In-Mind. [online] In-mind.org. Available at: <https://www.in-mind.org/article/the-good-the-bad-and-the-ugly-of-the-dove-campaign-for-real-beauty> [Accessed 16 April 2022]. Grand View Research, 2022. Men’s Personal Care Market Size Report, 2022-2030. [online] Grandviewresearch.com. Available at: <https://www.grandviewresearch.com/industry-analysis/mens-personal-care-market> [Accessed 18 April 2022]. Grand View Research, 2020. Men’s Skincare Products Market Size | Industry Report, 2020-2027. [online] Grandviewresearch.com. Available at: <https://www.grandviewresearch.com/industry-analysis/mens-skincare-products-market> [Accessed 18 April 2022]. Keller, K.L., 2001. Building customer-based brand equity: A blueprint for creating strong brands. Keller, K.L. and Swaminathan, V., 2020. Strategic brand management: Building, measuring, and managing brand equity. Harlow: Pearson. Kumar, S. and profile, V., 2014. PRODUCT LIFE CYCLE (PLC and ILC ELEMENTS). [online] Sanjulkumar.blogspot.com. Available at: <http://sanjulkumar.blogspot.com/2014/08/session-5.html> [Accessed 15 April 2022]. Mordorintelligence.com. 2022. Beauty And Personal Care Products Market Trends, Size | 2022-27. [online] Available at: <https://www.mordorintelligence.com/industry-reports/global-beauty-and-personal-care-products-market-industry> [Accessed 16 April 2022]. Morel, L., 2022. The Effectiveness of the Dove Campaign for Real Beauty in Terms of Society and the Brand. [ebook] Available at: <https://surface.syr.edu/cgi/viewcontent.cgi?article=1479&context=honors_capstone> [Accessed 16 April 2022]. Prnewswire, 2019. Dove Men+Care Launches The Pledge for Paternity Leave and $1 Million Paternity Leave Fund. [online] Available at: <https://www.prnewswire.com/news-releases/dove-mencare-launches-the-pledge-for-paternity-leave-and-1-million-paternity-leave-fund-300797198.html> [Accessed 18 April 2022]. Roberts, R., 2022. 2022 Beauty Industry Trends & Cosmetics Marketing: Statistics and Strategies for Your Ecommerce Growth. [online] Common Thread Collective. Available at: <https://commonthreadco.com/blogs/coachs-corner/beauty-industry-cosmetics-marketing-ecommerce> [Accessed 16 April 2022]..

References. Schmidt, S., 2022. 5 Key Trends to Watch in the Beauty Market in 2022. [Blog] Available at: <https://blog.marketresearch.com/5-key-trends-to-watch-in-the-beauty-market-in-2020> [Accessed 16 April 2022]. Serradas, M.M.M.R., 2019. Why hasn’t Dove Men+ Care been able to grow into a leading male brand in Portugal and how to achieve this goal? A deep dive into the Brand’s Positioning (Doctoral dissertation). Statista. 2022. Dove: brand value worldwide 2016-2021 | Statista. [online] Available at: <https://www.statista.com/statistics/1010915/dove-brand-value-worldwide/> [Accessed 16 April 2022]. Statista. 2022. Beauty & Personal Care - United States | Statista Market Forecast. [online] Available at: <https://www.statista.com/outlook/cmo/beauty-personal-care/united-states> [Accessed 16 April 2022]. Sunam, P., 2019. How Dove Men+Care Campaigns got masculinity right - Social Samosa. [online] Social Samosa. Available at: <https://www.socialsamosa.com/2019/11/dove-mencare-campaigns-masculinity-right/> [Accessed 16 April 2022]. Unilever. 2022. Dove launches its first refillable deodorant. [online] Available at: <https://www.unilever.com/news/news-search/2021/dove-refillable-deodorant/> [Accessed 16 April 2022]. Unilever. 2022. Dove. [online] Available at: <https://www.unilever.com/brands/beauty-personal-care/dove/> [Accessed 15 April 2022]. Verma, C., 2012. Brand Equity of Dove. [online] Available at: <https://www.scribd.com/document/75982532/Brand-Equity-of-Dove> [Accessed 12 April 2022]. WIRE, B., 2022. Global Beauty and Personal Care Market Report 2021-2026 - ResearchAndMarkets.com. [online] Businesswire.com. Available at: <https://www.businesswire.com/news/home/20210622005830/en/Global-Beauty-and-Personal-Care-Market-Report-2021-2026ResearchAndMarkets.com> [Accessed 16 April 2022]. Zed, O., 2019. How Dove's Real Beauty campaign won, and nearly lost, its audience. [online] Prweek.com. Available at: <https://www.prweek.com/article/1582147/doves-real-beauty-campaign-won-nearly-lost-its-audience> [Accessed 16 April 2022]. ​​440industries.com. 2022. [online] Available at: <https://440industries.com/customer-segmentation-in-beauty-and-cosmetics/> [Accessed 16 April 2022]..