HBS Dove Case Study

1.  What is a brand? Why does Unilever want fewer brands at the start of the case? 2. What was Dove’s market positioning in the 1950’s? What is its positioning in 2007? 3. Describe at least two different promotional strategies used by Dove in the case study – using 2 of the tools that make up Integrated Marketing Communications (the promotion mix in Chapter 14). 4. Spend some time searching Twitter, blogs, Facebook, etc. and describe what people are saying about Dove today. How do you think consumers currently perceive the Dove brand? Please double space the assignment and use Times New Roman, 12-point font with 1-inch margins.  There is a 5 page limit.  Save the document as a Word document and submit it here in Canvas as an attachment.  No late copies, hard copies, emailed copies, or papers simply typed into Canvas will be accepted – no exceptions.  

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