Skip to Main Content
HBS Home
  • About
  • Academic Programs
  • Alumni
  • Faculty & Research
  • Baker Library
  • Giving
  • Harvard Business Review
  • Initiatives
  • News
  • Recruit
  • Map / Directions
Faculty & Research
  • Faculty
  • Research
  • Featured Topics
  • Academic Units
  • …→
  • Harvard Business School→
  • Faculty & Research→
Publications
Publications
  • October 2007 (Revised March 2008)
  • Case
  • HBS Case Collection

Dove: Evolution of a Brand

By: John A. Deighton
  • Format:Print
  • | Language:English
  • | Pages:13
ShareBar

Abstract

Examines the evolution of Dove from functional brand to a brand with a point of view after Unilever designated it as a masterbrand, and expanded its portfolio to cover entries into a number of sectors beyond the original bath soap category. The development causes the brand team to take a fresh look at the cliches of the beauty industry. The result is the controversial Real Beauty campaign. As the campaign unfolds, Unilever learns to use the Internet, and particularly social network media like YouTube, to manage controversy.

Keywords

History; Expansion; Marketing Strategy; Social Marketing; Digital Marketing; Brands and Branding; Consumer Products Industry; Beauty and Cosmetics Industry

Citation

Deighton, John A. "Dove: Evolution of a Brand." Harvard Business School Case 508-047, October 2007. (Revised March 2008.) (request a courtesy copy.)
  • Educators
  • Purchase

About The Author

John A. Deighton

→More Publications

Related Work

    • October 2007 (Revised March 2008)
    • Faculty Research

    Dove: Evolution of a Brand

    By: John A. Deighton
Related Work
  • Dove: Evolution of a Brand By: John A. Deighton
ǁ
Campus Map
Harvard Business School
Soldiers Field
Boston, MA 02163
→Map & Directions
→More Contact Information
  • Make a Gift
  • Site Map
  • Jobs
  • Harvard University
  • Trademarks
  • Policies
  • Accessibility
  • Digital Accessibility
Copyright © President & Fellows of Harvard College.