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What Is a Brand

In: Business and Management

Submitted By yun1990
Words 582
Pages 3
1. What is a brand? Why does Unilever what fewer of them? 2. What was Dove’s market position in the 1950’s? What is it positioning in 2007? 3. How did Unilever organize to do product category management and brand management in Unilever before 2000? What was the corresponding structure after 2000? How was brand meaning controlled before 2000 and how is it controlled at the time of the case? 4. Spend a little time searching blogs, to get a sense of what people are saying about Dove today. What does this discussion contribute to the meaning of the brand? 5. Footnote 1 of the case leads you to a blogger who asks, with reference to the age of YouTube advertising, “Is marketing now cheap, fast and out of control?” Footnote 2 refers to Dove as having started a conversation “that they don’t have control of.” In “When Tush comes to Dove,” Seth Stevenson writes about the “risky bet that Dove is making.” Do you see risks for the Dove brand today?

By using YouTube for distributing advertisements, Dove found a cheap way to advertise. Moreover, for people it is a very easy way to watch the advertisements so Dove its way of reaching people is good chosen. On the advertisements there can be placed a reaction directly and some of the results are mentioned below.
Some people trust the brand more after the campaign, some people distrust. The distrust comes forth out of the idea that maybe Photoshop and a lot of make-up is used to make the women appear better in front of camera. These are meanings, it is unknown if it’s true.
Some people like the idea of using more natural women for such commercials, others don’t. Like men, there can be concluded that in general men like model types in commercials better.
From what appears from the discussions on the Internet, most of the people with a bad opinion about the brand are men. However, most of the women, which...

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