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Branding Strategies & Options and Tactics For Brand Elements Of “Dove Soap”

• Presenters: 1) Himanshi Bhavani. -4 2) Viren Kathiriya 3) Pradeep Samal. 4) Melin Vasani

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History Of Dove: • Dove is a personal care brand owned by Uniliver. • Dove brand was founded by Lever Brothers. • It started in 1957. • The Brand came to India in 1995. • It is Imported and Marketed by Hindustan Uniliver Limited (HUL). • By the end of Dove Firming “Real Women” Campaign, Dove has become a National talking point and was ranked no.3 in the body lotions market ahead of L’oreal, Garnier and Olay. • In the year 2004 HUL won the “Marketer of Year” award for its brand dove.

Evolution of Brand “Dove’’: • 1940’s -Formula for Dove bar. • 1950’s - Refined to original Dove Beauty Soap. • 1970’s - Popularity increased as Milder Soap. • 1980’s - Leading Brand recommended by Physicians. • 1990’s -Dove Beauty Wash Successfully launched. • 1995-2001- Extension of Dove’s range of product. • 2004’s - #Real Beauty Campaign. • 2017’s- #Change the rhyme Campaign.

Brand Elements Of “Dove”: • Brand Name:

Dove is a name of a bird, which is often mentioned as the emblem of purity. It comes under the Arbitary name because it is name of bird.The dove universally symbolizes innocence, gentleness, faith, peace & constancy.

Brand Elements Of “Dove”: • Logo’s:

Brand Elements Of “Dove”: • Characters: Dove Co. decided to use real woman. They used normal people in there describing about their experience with the soap.

Brand Elements Of “Dove”: • Taglines: 1) ¼ moisturizing milk. 2) Better then Soap. 3) 7 day face test to feel the difference. 4) “Chubby Cheeks, Dimple Chin, Rosy lips, teeth within, Curly hair, Very Fair, Eyes are blue, lovely too”.

Brand Elements Of “Dove”: • Packaging: The Dove soap packaging has yellow image of a dove and a wordmark written in the company’s custom typerface. The wordmark comes in Dark Blue to symbolize excellence determination & high quality. • URL’s: https://www.dove.com https://www.uniliver.com https://www.hul.co.in

Strategies of choosing Brand Elements: • Memorability: Dove can be easily recognized by its ad’s tagline like ¼ moisturizing milk, Beauty bar & its white color soap. • Meaningfulness: It is descriptive type of element. It specify in every Soap as a Beauty bar Soap under its Logo.

Strategies of choosing Brand Elements: • Likeability: Dove’s signature element is ¼ moisturizing milk and its color and it is very likeable for customer and this trick is till now used in every ad’s.

• Transferability: Dove can extent its geographic boundaries as it’s name can be used in every countries. It can extend its product line as it recall it’s brand name like: Dove Shampoo, Dove Lotion, Dove Baby soap & Dove moisturizing cream.

Strategies of choosing Brand Elements: • Adaptability: Dove logo has been changed from years to years.Its advertising models, campaigns have been changed. • Protectability: Dove has patended its ¼ moisturizing milk that no other soap company can use in it soap. It has copyright of its Logo.

Extensions:

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