Dove and Axe are two highly successful brands owned by Unilever, the company's portfolio. Dove was targeting women beauty product brand, which called for "real beauty" and not unattainable standards that the media portrayed. Unlike the Axe was a brand that supposedly "gives men an advantage in the mating game." They are always portrayed risqu advertising supermodel type Beauty Dove, was trying to change. Unilever has always been the company brands, where the consumer knew that the brands, but not the company, but recently had the idea to combine the company with the mission of the umbrella for all of its brands. This will turn the Unilever brands in the company, potentially increasing consumer awareness and to encourage cross-shopping between the different brands. However, this has raised questions about the conflicting messages between brand marketing campaigns, especially between two powerhouse brands Unilever, Dove and Axe. The case starts with the COO Alan Jope awaiting the upcoming meeting of the press in New York to discuss the current (ie, 2005) the performance of Unilever and announce the decision Unilever, to create a mission statement for the company umbrella. This case focuses on the central question of whether or not the consistency between the brand message has to be, or is inherently problematic. "Hide
by David Austen-Smith, Adam Galinsky, Katherine H. Chang, Christy LaVanway Source: Kellogg School Management 13 pages. Publication Date: January 1, 2007. Prod. #: KEL364-PDF-ENG
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