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These are going alternatives that might have been written at other points in their career. Dove: Evolution of a Brand. Based on: March 25, Harvard Business School Case John Deighton Harvard Business School Publishing Sara Deakin Their thinking was that once the Masterbrands were solidified and the brand identity was established there would be a solid brand foundation on which to do line extensions.
1. Oct 22, · Find new ideas and classic advice for global leaders from the world's best business and management experts. Deighton, John A. "Dove: Evolution of a Brand - Advertising Supplement." Harvard Business School Video SupplementMay 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.
Dove: Evolution of a Brand Case Solution, Examines the development of the dove of functional brand to a brand with a view to Unilever referred to as an umbrella brand and expanded its portfolio wit. John Deighton Source: HBS Premier Case Collection 13. The aim of this case study, written by John Deighton, is to highlight and explain the revolutionary brand evolution strategy at the basis of the extraordinary Unilever’s Dove results, achieved inDove evolution of a brand john deighton