Strategic Brand Management REPORT on Dove in the UK Essay

Strategic Brand Management accounting on Dove in the UK - Essay ExampleThe Customer-Based Brand Equity (CBBE) framework has been intended to dish out management during the process of soil-building. According to this model, building strong brands entails four steps, including (1) ascertaining the proper brand identity, in equipment casualty of depth and breadth brand aw arness, (2) crafting suitable brand meaning through unique, favorable, and strong brand associations, (3) obtaining lordly and accessible brand reactions, and (4) fashioning brand relationships with clients which are characterized by passionate and active loyalty. Achieving the four steps, however involves the establishment of six brand-structuring blocks brand salience, imagery, judgments, feelings, and resonance. The CBBE model offers a yardstick through which brands can evaluate their leave in their brand-crafting efforts plus acting as a steer for marketing research programs. This report seeks to set off th e concept of strategic brand management with special reference to the personal nurturing brand Dove and the hearty Beauty Campaign (Keller 2007). Corporate entity Dove is owned by a conglomerate company know as Unilever one of the worlds largest corporations dealing with FMCG. ... The most vigorous-known brands in marges of lucre include thirteen 1billion brands Knorr, Axe/Lynx, Becel/ Flora, Lipton, Hellmanns, Omo, Lux, Surf, Dove, Blue Sunsilk, Band/Rama, Rexona as well as Heartbrand ice creams (Jakobsen 2010). The brands are marketed under the corporation vision of bringing vitality to peoples lives. Unilever aims at improving the lives of people in a sustainable manner by investing in worldwide community initiatives including, carbon dioxide gas reduction, fall water pollution, and promoting sustainable practices throughout Unilevers supply chain. In regard to this, Unilever spend about 91 million on society projects internationally in the year 2008. The company also boas ts of approximately 270 manufacturing plants crossways the six continents in the world. All these strive to register better performance with regards to issues of safety, efficiency, quality as well as environmental impacts (Simon 2000, pp. 79). Dove and the Campaign for Real Beauty This report focuses on the Dove brand and the Real Beauty campaign which was at first unveiled in 2004 and still subsists today. Even though the Dove brand has been present in the market since 1950s, it was not until the already mentioned campaign got launched that the brand achieved a strong standing in the minds of customers (Aaker & Keller 1990). The study for the campaign was founded upon quantitative data that had been collected from a global survey of about 3,200 women picked from ten countries including Argentina, Canada, Brazil, France, Japan, Italy, Netherlands, the UK, Portugal, and the US. The findings validated Doves hypothesis which stated that the definition of the term beauty was both limi ting and unattainable, by putting more