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    Dove

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    Prem Chhayani
    The document discusses the branding strategies and elements of Dove soap. It provides a history of Dove dating back to the 1940s and outlines the evolution of the brand over time. Key branding elements like the brand name, logos, characters, taglines and packaging are described. Strategies for choosing brand elements like memorability, meaningfulness, likeability, transferability, adaptability and protectability are also covered.

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    Dove

    Uploaded by

    Prem Chhayani
    632 views15 pages
    The document discusses the branding strategies and elements of Dove soap. It provides a history of Dove dating back to the 1940s and outlines the evolution of the brand over time. Key branding elements like the brand name, logos, characters, taglines and packaging are described. Strategies for choosing brand elements like memorability, meaningfulness, likeability, transferability, adaptability and protectability are also covered.

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    The document discusses the branding strategies and elements of Dove soap. It provides a history of Dove dating back to the 1940s and outlines the evolution of the brand over time. Key branding elements like the brand name, logos, characters, taglines and packaging are described. Strategies for choosing brand elements like memorability, meaningfulness, likeability, transferability, adaptability and protectability are also covered.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    632 views15 pages

    Dove

    Uploaded by

    Prem Chhayani
    The document discusses the branding strategies and elements of Dove soap. It provides a history of Dove dating back to the 1940s and outlines the evolution of the brand over time. Key branding elements like the brand name, logos, characters, taglines and packaging are described. Strategies for choosing brand elements like memorability, meaningfulness, likeability, transferability, adaptability and protectability are also covered.

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    Branding Strategies & Options and Tactics For Brand

    Elements Of
    “Dove Soap”
    • Presenters:
    1) Himanshi Bhavani. -4
    2) Viren Kathiriya -19
    3) Pradeep Samal. -41
    4) Melin Vasani -52
    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 advertise 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:
    Advertising:
    Thank You

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