Dove Case Study

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Dove: Evolution of a Brand

Kathryn Chen
Consumer Behavior C55.0002
Professor Henry Assael
November 15, 2011

1. The self-image theory includes three versions of the ‘self’ - the actual or ego, ideal self #1 or superego, and the ideal self #2 or id. Dove’s “Campaign for Real Beauty” differentiated itself from the traditional approach in advertising beauty because it promoted a more realistic version of an Id, and thus gave consumers an opportunity for their Ego to be closer to their Id. In a traditional approach, most ads in the United States create an unrealistic standard of beauty that most women cannot ever achieve (Exhibit 4). Therefore, the traditional approach creates an Id that seems to be unattainable for most women. It widens the distance between a consumer’s Ego and Id. The “Campaign for Real Beauty” was further successful because it promoted a relevance of the Superego, or the self that wants to be a better person and involved in social issues such as self-esteem and anorexia. The campaign established an emotional connection with women “to spark a dialogue and debate about beauty that would ultimately penetrate popular culture” (Deighton 6). It encouraged people to speak out against issues and brought their Ego closer to their Superego. The Dove Self-Esteem Fund, a part of the campaign, promoted raising self-esteem of women and urged consumers to interact with each other about their self-esteem. 2. There are several risks in running Dove’s Campaign for Real Beauty. One risk includes the possibility of undermining the brand’s value proposition and losing an aspirational element for the Dove brand and its products. Beauty products are generally marketed to promise consumers an improved level of attractiveness, and capitalizing on “real beauty” may deter consumers from buying the product. One advertisement in the campaign for real beauty showcased average women posing in plain white underwear. The company claimed that the purpose of the ads...
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