When someone in a long-ago meeting suggested positioning 7-Up as “The Uncola,” everyone there knew that a breakthrough had been made, and that powerful communication programs would be an inevitable outcome. Similarly, Sterling Brands helped the Dove brand team create the “Real Beauty” strategy that has guided their brand so effectively, and Ogilvy & Mather (and others) created the communications programs that made it count.
Behind the scenes at Dove brand
From Unilever’s point of view, whereby DOVE is one of its largest brands, we would suggest using the financial accounts of the company as a basis for brand equity evaluation. Overall sales and how the sales breakdown by product, combined with a more in depth valuation using the income approach(present value of future earnings similar to the DCF model) will allow Unilever to attribute a tangible dollar value for the DOVE brand.
Soap - Dove Brand - Beauty Bars - Sensitive Skin / 14 x 120 Gram Bars
A key part of DOVE's success and where it differentiated itself from other personal care brands, increasing its brand equity, is the use of a different marketing approach when introducing the campaign for real beauty in 2004. This campaign gave women a feeling of identification and association with the brand and the products without even having tried them. Women could identify with the images they were seeing in the DOVE advertising campaigns which resulted in them being willing to pay the higher price for the DOVE brand that made them feel good. Evidently DOVE identified this as being key to the brands value and has continued this approach with the self-esteem program and the latest ad-makeover campaigns.
Dove Brand Book | Advertising: Branding & Videos | Pinterest
The Dove brand now serves as an umbrella for products in four main groups - bar & bodywash, deodorants, skincare lotions and haircare - and more than 100 different lines including facial wipes, firming lotions, shampoos,body washes, anti-ageing cleansers, skin nourishing treatments, underarm deodorant, and several varieties of bar soap. The mainDove brand has also given rise to a set of spin-off ranges such as Dove Firming (to reduce the appearance of cellulite), Dove Silk(a moisturising range containing pure silk), Dove Fresh Touch, Dove Pro-Age (for "mature" skin and hair), and DoveSummer Glow (with self-tanning agents), launched at the end of 2006. Marketers in the UK include Steve Miles(SVP, global marketing, Dove), Julie Thompson (global digital director, Dove),Catherine Rushton (senior brand manager, Dove masterbrand & skin cleansing),Lucy Howdle (senior global brand development manager, Dove Skin), Neil Brading (senior global brand development manager, Dove Men+Care), Rachel Mattey(global brand development manager, Dove Men+Care), Hamish Priest (global media manager, Dove), Nikita Sona (global brand manager, Dove Hair), Raphael Estripeau (global consumer & market insight manager, Dove Hair).