While branding activity is a long-term exercise, it creates long-term value through obtaining customer loyalty (Boundless, 2015); and Dove brand has accomplished just that. Dove brand, owned by Unilever, offers hair and skin care products. In subsequent sections we apply examples of Dove brand to illustrate how branding and packaging strategies create value added equity.
Brands help consumers distinguish and segregate the many offerings. Tanner and Raymond (2014) explain that a brand differentiates the seller’s offerings from its competitors’ offerings, and is recognized by “a name, picture, design, or symbol, or combination of those items” (Tanner & Raymond, 2014, c.6). Marketers realize that unique recognition is important in today’s competitive environment. For Dove, when consumers walk through a store’s personal hygiene isle, they can clearly recognize the brand name Dove, along with its brand mark, the peace pigeon (dove) symbol. The brand acquires value when its offerings are consistently represented to create positive consumer perceptions.
Marketers go through the process of branding to create a sense of trust for consumers, so they know what to expect when purchasing the particular brands’ offerings. Tanner and Raymond...
... middle of paper ...
...e the products that these two brands represent might not be tremendously dissimilar, each brand strategy appeals to different target markets, and their messages influence emotional attachments based on each of their target market’s distinct values.
Marketers assert to develop branding and packaging strategies that signify the brand’s products in a way that establishes lasting impressions in consumers’ thoughts; and when branding activity provides brand distinction, it helps consumers choose between the multitudes of similar product offerings in today’s marketplace. Branding’s distinct and consistent messages form brand image, and is key to a product’s success. When branding and packaging strategies clearly illustrate worthy product expectations, and products remain true to branding messages, positive consumer perceptions ensue; generating value added brand equity.
Need Writing Help?
Get feedback on grammar, clarity, concision and logic instantly.Check your paper »
- Dell. Dove. Energizer. These are just 3 examples of the numerous brands that consumers view on a daily basis. These brands vary tremendously in looks and purposes, and so do brands that advertise the same product. One thing that does not vary, however, is the way that companies convince consumers to buy their product. Advertisements are made solely for this purpose, and companies take great care in designing them so they do what they are meant to do. These advertisements are created by companies with many different ideas and thoughts in mind to make sure that they target their main demographic and that companies are successful in convincing consumers to buy their product.... [tags: Advertising, Marketing, Brand, Thought]
1295 words (3.7 pages)
- Market Research - Concept: Market research is the process of gathering, analyzing and interpreting information about a market. Managers from different firms can use consumer behaviour data to further develop and improve existing products to make it more attractive to the consumers or redevelop the products to increase revenue. - Reflection: As a firm, it is always important to gather information about what the market needs or want. The feedback loop is important for firms because a positive word of mouth can further promote the awareness of the firm with credibility.... [tags: Marketing, Management, Strategic management]
1999 words (5.7 pages)
- Dove is a personal care trademark that has continually been linked with beauty and building up confidence and self-assurance amongst women. Now, it has taken steps further by impending with a new advertising strategy; fighting adverse advertising. And by that it means contesting all the ads that in some way proliferate the bodily insufficiencies which exits inside women. Launched by Dove, the campaign spins round an application called the Dove Ad Makeover which is part of the global Dove “Campaign for Real Beauty” what has been continuing ever since 2004 and times print, television, digital and outdoor advertising.... [tags: Corporate Responsibility, Marketing]
1839 words (5.3 pages)
- 4. COMPETITOR ANALYSIS The key competitors for Tagerty are – Proctor and Gamble, Coty Canada and Unilever. Proctor and Gamble is a multinational company and in 2015 with 35% value share, it was leading men’s cosmetics market. It held 67% value share in men’s grooming. Companies success is attributed to its Gillette- a leading Brand in Men’s shaving category. With new innovations which are supplemented by large marketing campaigns, a company had maintained its powerful position of Brands. Such as Fusion ProShield razors were launched by Gillette in 2015.(reference) Coty Canada stood second in line after Proctor and Gamble.... [tags: Marketing, Competition, Brand, Marketing strategy]
882 words (2.5 pages)
- Sharpie has been putting its mark on society as well as a variety of other surfaces since its inception in 1964. Today, Sharpie is the most popular choice of permanent marker in the world, available in over 20 countries. In the recent digital age, Sharpie was predicted to struggle as physical printing methods fell out of favor in exchange for keyboards and touch screens. However, parent company Newell Rubbermaid has taken some creative and unique marketing approaches to keep the Sharpie brand as a household name.... [tags: Business Analysis ]
1197 words (3.4 pages)
- I. INTRODUCTION Background of the Study Moisturizers are used by people with dry skin conditions as well as those people with healthy skin to enhance and preserve the smoothness of their skin. Everyone, no matter what the skin type age or gender, should moisturize. Even those people who have oily skin will get benefit from moisturizers because they seal the moisture in to the skin. Moisturizers give good result in appearance of the skin by doing the following: fighting dryness, balancing skin tone and improving skin texture.... [tags: Business Analysis]
2656 words (7.6 pages)
- Unilever’s Dove is part of the consumer goods company’s many brands which have historically lacked global identity amongst its many products. The lack of global identity resulted in issues such as diverse marketing standards, varied product development, and lack of brand recognition by consumers worldwide. Unilever’s solution to this problem was to group similar product lines under a few recognizable umbrella corporations. This initiative gave birth to the one of the most controversial marketing strategies in the history of business.... [tags: Marketing, Advertising, Brand, Marketing strategy]
981 words (2.8 pages)
- While reading the poem “Daystar,” written by Rita Dove, its readers most likely do not ask thought-provoking questions like “Why did Dove write this?” or “What is the true meaning behind this poem?” but the poem has deeper meaning than what its outside layer portrays. Dove, an African American woman born in 1952, has not only viewed the racism of the United States society, but she has also seen how gender can or cannot play a role in the advancement of a person’s life (Rita Dove: The Poetry Foundation).... [tags: Perspectives in Rita Dove's Poetry]
1912 words (5.5 pages)
- This analysis consists of three parts: External Assessment, Internal Assessment, and Aalysis & Recommendations External Assessment Although Unilever’s Path to Growth strategy involves all components of the general environment, two segments that are especially relevant are the global and sociocultural segments. A major strength of the company’s global environment is its geographic diversification of its major product markets. In 2003, Unilever had sales and marketing efforts in 88 different countries.... [tags: Business Marketing Case Study, solution]
2131 words (6.1 pages)
- International Marketing Dove is a product that is not just known in the USA, but known all around the world. In one year alone Doves product sold 2.5 billion year in 80 different countries. Many women look to the dove product because they provide a wide range of cleansing and personal care products that make a genuine difference to the condition and feel of your skin and hair. Dove is also hitting the global perspective because their mean target is to provide real results for real women, there are all different kinds of women around the world and Dove has a marketing tool that relates to all of them.... [tags: Business Marketing]
766 words (2.2 pages)
- Human Resources Management : Human Resource Management
- To What Extent Is A Knower 's Perspective On Pursuing And Obtaining Their Personal Knowledge And Sharing It?
- Effects Of Alcohol On The Brain
- Climate Change : A Forest Break Or Disturbance
- Universal Health Service Organization : An Organization
- Human Resource Management : An Organization