Dove Positioning Statement

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Brand Management Table of Contents 1 Introduction 1 2 Situation Analysis 1 2.1 Point of View 1 2.1.1 The Body Shop 1 2.1.2 United Colors of Benetton 1 2.1.3 Proctor & Gamble 2 2.2 Positioning Statements 2 2.2.1 First positioning statement 2 2.2.2 Second positioning statement 2 2.3 Brand Pyramid 2 3 Insights and implications 3 3.1 Risks 3 3.2 Brand Management 4 4 Co-created brand meaning 4 4.1 Five Guidelines 5 References 6 Introduction This case analysis will be based on the article Dove: The Evolution of a Brand. The analysis will be structured in three parts. The first part describes the situation by discussing how Dove’s point of view and positioning statement have evolved. It also includes a brand pyramid to give the analysis more depth. In the second part,the implications in form of risks and changes in brand management will be presented. Finally, the third part will deal with co-created brand meaning and five guidelines will be suggested. Situation Analysis Point of View It is getting harder and harder for brands to sustainably differentiate themselves from others in the market. Imitation is hard to prevent and to differentiate on benefits alone is unsustainable in the long run. Because of this, many brands have developed a specific point-of-view, in order to engage, provoke and stimulate consumers. (Bhat 2008) A brand’s point-of-view is according to Meyer (2011) “how it sees the world; what it thinks is important and what it thinks its role is in the world”. A brand has a point-of-view when it continuously takes a stand in a specific issue or area. The goal is to “engage consumers in a meaningful conversation” (Bhat 2008) and to spark a debate in society (Deighton 2007) and thus, draw attention and interest to the brand itself. Three examples of brands that have gone from traditionally positioned to brands with a point-of-view
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