Reference no: EM133360517

In the Case: Dove: Evolution of a Brand Harvard Business School 9-508-047

What is a masterbrand? How do they create value for Unilever? Why does want Unilever wants to reduce the number of its brands?

What was Dove positioning in the 1950? What was the positioning in 2007? Which one was better?

How did Unilever organize itself to manage product management and brand management before 2000? What was the corresponding structure after 2000? How was the brand controlled before 2000 and how it was controlled at the time of the case?

Spend a little time searching blogs, using Google blog search, Technoratti, Blogrunner, or any other search engine, to get a sense of what people are saying about Dove today. How do those discussions contribute to the meaning of the brand?

Footnote 1 of the case leads you to a blogger who asks, with reference to the Youtube advertising: "Is marketing now cheap, fast and out of control?". Footnote 2 refers to Dove as having started a conversation that "they do not have control of". Seth Stevenson writes about the "risky bet Dove is taking". What is your view about the brand initiative?