This case is follow by a Video Short that can be revealed in class or contained in a digital coursepack. Educators should consider the timing of making the video accessible to pupils, as it may reveal vital case details. This case scenario examines the development of Dove from practical brand to a brand with a tip of view after Unilever enlarged its portfolio to cover entries beyond the initial bath soap kind into several sectors, and designated it as a masterbrand.
dove evolution of a brand case solution
The advancement causes the brand team to take a fresh look at the platitudes of the beauty industry. The result is the Real Beauty effort that is contentious. As the campaign unfolds, Unilever learns to use especially social network media like YouTube, and the Internet, to manage controversy. Video Accessory available through the customer service department of Harvard Business Publishing for purchase.
PUBLICATION DATE: October 10, 2007 PRODUCT #: 511P03-HCB-POR
This is just an excerpt. This case is about SALES & MARKETING
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