Examines the evolution of Dove from functional brand brand in terms of after Unilever defined it as masterbrand, and has expanded its portfolio to cover the entries in a number of sectors beyond the original bath soap category. Development leads to the brand team to take a fresh look at the cliche beauty industry. As a result of the disputed real beauty campaign. As the campaign unfolds, Unilever learns to use the Internet, and particularly social media networks such as YouTube, to manage disputes.
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by John Deighton Source: HBS Premier Case Collection 13 pages. Publication Date: October 10, 2007. Prod. #: 508047-PDF-ENG