Unveiling Brand Essence: A Deep Dive into Dove's Marketing Strategy - An academic blog.

Ever wondered how DOVE did it ? Well, lets take a deep dive into its brand.

Kotler and Armstrong (2018) articulate that brands must be our number one priority because, fundamentally, they are the ones that communicate our meaning to consumers. Thus, strategically managing them benefits the business. Additionally, these brands form irreplaceable bonds with their consumers, further building brand equity and positioning the company to succeed in the long run (Kotler &Armstrong, 2018).

The chosen brand is Dove, and Keller's "consumer-based brand equity model" is utilized (Keller, 2001). The various components to consider when building brand equity, as discussed by Keller, are below:

Keller (2001) states that brand identity is essential to build brand equity, as it ensures that consumers become conscious of the brand and are aware of its purpose. With that said, Dove's approach to building brand equity was unique; Dove saw a social and psychological need and met it. Over time Dove has been identified as a favored and chosen brand across many countries, and the reason goes beyond its products. Thus, Dove's approach to solving a social issue built massive brand awareness, which now still stands the test of time.

The brand helped millions of women change their perspective on what it truly means to be beautiful. It targeted women with low perceptions of themselves, making Dove a pioneer in the personal care industry. Additionally, Dove's goal to change women's perceptions has influenced its brand name and aided in developing its brand identity, helping consumers form positive mental links with the brand.

The brand identity of Dove has been achieved through its ability to be authentic and through its compassionate marketing campaigns. Furthermore, its uniqueness in using ordinary people and not models for its campaigns has set it apart in the crowded industry. Its tagline, "Let's change Beauty," connects consumers with the product more deeply, creating a feeling of community.

Various marketing campaigns, such as the "#myBeautyMysay," has built Dove's brand awareness and identity. Keller (2001) articulates that the next step of "brand performance" is essential in creating value for the consumer, which is experienced through encounters with the brand. Namely:

1. Dove's products are simple and sophisticated; many individuals praise and love their quality because their ingredients benefit the consumers' skin.

2. The brand is reliable, often achieving what it claims to achieve, giving the consumer a worthwhile experience.

3. Dove has repeatedly proved to be a brand that meets consumers' needs quickly and excellently (Keller, 2001).

4. Consumers love how the product smells and meets their need to "not dry their skin" (Safiya, 2022).

5. Consumers pay a greater price for this brand because of its quality and position in the market, as it is globally recognized. By consistently engaging with their consumers on a more personal level, they were able to build and earn their loyalty (Kotler & Armstrong, 2018).

The brand imagery of Dove is built through its various campaigns; consider the campaign "#myBeautyMysay," targeting ordinary individuals whom others have judged about their image - the campaign influences and “encourages” others to "own their beauty" and to be confident in themselves. Here, the brand met the consumer's psychological desire to be understood and seen. Dove has thus created a safe space for connection, vulnerability, and authenticity for its consumers. Moreover, Dove's approach to doing campaigns with women who are not models has shaped its brand image.

This campaign increased consumer loyalty through engagement by encouraging others to share their story "using the #myBeautyMySay."

Brand response

Dove's consumers hold positive feelings and judgments about the brand since the brand has been able to help them love, accept, and appreciate their unedited selves.Doves' ability to use compassion and understanding in their marketing has built brand equity.

Thus, when people think of Dove, they think about being confident in their skin and beautiful, regardless of others' opinions. The brand has consistently provided quality products that people trust, and its reputation positions it for long-term success against its competitors because of its simple yet unique marketing methods.

Relationship - resonance

Dove has built its brand equity through their recurring loyal consumers who are unwilling to change to other brands. Essentially, consumers keep returning to Dove because of feeling understood and seen by the brand, which increases the loyalty of consumers. Primarily it has built a community, connecting millions of people worldwide, creating unbreakable connections, and changing how people feel about themselves, thus building brand equity.

When people think of Dove fundamentally, they think of a brand that gives them the courage and space to accept and love themselves. Even today, Dove continues to utilize its social media profiles to form its online community and connect deeply with their audience, giving them space to engage with them. Thus, Dove has formed unbreakable bonds with its consumers through their various brand activities, which all significantly build brand equity.

References

(n.d.). My Beauty My Say. Dove. Retrieved July https://www.dove.com/uk/stories/campaigns/my-beauty-my-say.html

2, 2023, from [Dove UK]. (2016, June 28). Dove| My BeautyMySay [Video]. Youtube.

https://www.youtube.com/watch?v=MaaK6l99CUI

Jordaan, W., & Jordaan, J. (2005). People in Context (3rd ed., p. 597). Heinemann.

Kotler, P., & Armstrong, G. (2018). Principles of Marketing (17th ed., pp. 264-270). Pearson Education Limited.

S. (2022, February 19). The Beauty Inside Out. Dove Soap:Review,Ingredients,Price,Usage on Face. Retrieved July 2, 2023, from https://thebeautyinsideout.com/dove-soap-review- ingredients/