In Harvard Business Review Case, Dove: Evolution Of A Brand,

1.What is a brand? Why doesUnilever to want fewer of them?

2.Whatwas Dove's market positioning in the 1950s? What is its positioning in 2007?

a)What data did Dove see that this new positioning was a good direction for consumers and right for the brand?

b)How is new positioning similar to and different from early marketing?

c)How does the new campaign connect with consumers? What does it imply for product line extensions?

d)Compare and contrast how the old and new positioning play on the Brand Dynamics and Resonance Pyramids?

3.How did Doveengage with consumers in the new campaign and demonstrate that their commitment to "real beauty" was genuine?