Please click on the link below to go to Harvard Publishing to download the Dove case for the first deliverable in the class:

Case Questions

  1. What was Dove’s market positioning in the 1950’s? What is its positioning in 2007?
  2. What does it mean to be a Global Masterbrand? Why does Unilever want to have fewer brands?
  3. How would you describe the primary customer for Dove?
  4. Do you think Dove has become too controversial? Should they embrace their new brand direction or tone things down?
  5. What would you recommend Dove should do to take the brand to the next level?

Case Parameters

Be sure to read the case completely
2-3 pages
12 pt. font, 1-inch margin, double spaced
No outside references needed for the case
Only use information on the company from what is presented in the case
Can use our textbook and/or slides

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