Name

: Wahyu Fahrul Ridho

NIM : 29116013
Class: YP 55 B
1. Please discuss how branding evolve before 1980, 1980 2000, 2001 - now
Dove has evolving its brand concept throughout the time. They
evolving, using diferent strategy to establish their brands world
market. With those ever evolving brands, Dove still exist until
today.
I will divide the evolution of Dove brand into 3 period.

Before 1980 on its frst appeareance, Dove focusing on diferentiating Dove

from other soap
Product beneft focused campaign
in 1960' Dove trying to change image from beneft to pampered, girly and
comfort
In 1970 Dove change to beneft focus again by presenting its anti aging
beneft.

This era, Dove focus on comparative campaign using scientifc shows

in 1980 Dove brands it images to enhancing physical beauty
Later on until 2000 Dove still presenting its benefts by comparing Dove with
another product on emphasis to improve beauty
Dove drastically change its brand image into "real beauty"
Dove's campaign is customer focused rather than product focused, mainly in
woman.

Before
1980
19802000
2001Now

Before 1980
Before 1980 Dove was focused on diferentiating its product
from the others. Dove even didnt call its product soap, but rather
Dove to distinguish its brands from other soap brand. This
branding strategy of diferentiation were particularly efective to
make its position in the market. For new product like Dove at that
time, its very important to have competitive advantage. At that
time the competitive advantage of Dove is its unique characteristic
as a soap(soft and not leaving skin dry). From the ads that
displayed, it could be concluded that Dove using product focused

branding. Dove try to show its superiority of its product to other

brands.
1980-2000
This era, Dove focus on comparative campaign using scientifc
shows. By using this tactic, it shows that Dove want to position its
brand to be more prominent than before, by distinguishing its
brand from other competitor. Dove use method other than test it
on other halfs face like before, but using challenge to use Dove
and feels the diiference from toher products. Both tactic is
essentially the same but its more scientifc. Giving some facts to
make audience believe the competitive advantage of Dove. Dove
still use product focused approach in its branding. However later
on in 1980, even though Dove is still using the same method in
advertising, Dove is more aggressively associated its brand image
to improving physical beauty. The campaign before was subtle, but
in 1980 its more prominent by showing some slogan like Dove
makes you prettier.
2000-now
In this era Dove trying to change its brand image drastically.
Before Dove was associating its brand image by making you
prettier, or improving physical beauty. Its just diferent on its
degree of subtleness. In this era, Dove was reversing all of that by
campaigning Real Beauty. Dove didnt use woman who pretty
and have a nice fgure in its advertising like before, but rather
using imperfect womans from diferent races and ages. They think
that real beauty comes from the inside and woman should accept
themselves as they are.
This campaign was a reverse from before but it creates a huge
impact because in this method Dove employ costumer focused
approach. They didnt show their beneft of their product as much
as before but rather emphasizing importance of their customer
needs to be acknowledged and feels accepted. Rather than
product focused approach branding which try to attract consumer
because of the beneft of the product, This customer focused
approach branding create strong emotional attachment and the
brand image. Marketing is about delivering values and Dove

successfully creates and delivers it even though it was very risky

moves and unheard of before
2. Technology grows throughout the time and it brought its own
implication, so do the way people think. In this context was Doves
branding evolution. In the early age of Doves branding phase,
technology wasnt so advanced. The technology and the way of
people thinking are influencing dove branding strategy. There
arent any social media just like today. The media mostly used are
newspaper, television (even though not much pople have it), flyers
etc. Because of the scarcity of technology, the branding still
deliver the message but the public cannot openly respond to it.
They are blind to each others comment except from word of
mouth. The transfer rate of information are so slow so the market
are rather rigid. Evaluation of the brand was done by individual
customer and their relatives. They mostly believes what the ads
said.
However at the latest phase of Dove branding strategy it is quite
diferent. The technology is far advanced rather than 5 decades
ago when Dove frst launched its marketing campaign. These
advancement and the change of peoples way of thinking could
afect how Dove position its brand. Today the social media is on
buzz and people are very critical to everything because customer
could interact each others through social media The market
becomes very flexible, and how peoples opinion could change
only in overnight. With these changes Dove tried to adapt by using
campaign that increasing emotional attachment to its brand. It
wont possible in the past because of technological barrier and
peoples way of thinking at that time is rather rigid. But today
where freedom of speech is promoted everywhere, especially in
the social media, the campaign may be efective solution.
3. The Branding in the future will evolved very diferently rather than
what we have in past decades. Todays world is everchanging
because of technological innovations and the change of peoples
mindset. If branding before was about how the consumer perceive
our products, its more complex than that. Brands becames more
than an attributes embedded to a product. Brand becomes

something more of a value, identity, benefts or even culture. The

brands are more emotional, shared values beetween customer.
The branding today will reflect how branding in the future goes.
Many new brands will grow and customer will have to choose
among those sea of brands. What distinguish other brands from
others? What makes one brand so prominent? What kind of brands
that shared a deep value with the customers? Branding in the
future will take on those challenges. The competition for branding
to deliver the brand message, promise and values its getting
fercer by the day. It could not be achieved by being diferent. It
have to touch the very personal of the customers values. Brand
will have places on the customers hearts if they have that. Fueled
by the social media, brand will emphasize its message and
became ever evolving like hte market itself