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商品編號： 9-508-047 出版日期： 2007/10/10 作者姓名： Deighton, John 商品類別： Marketing 商品規格： 13p 再版日期： 2008/03/25 地域： 產業： 個案年度： 2007 - 2007
商品敘述：
Examines the evolution of Dove from functional brand to a brand with a point of view after Unilever designated it as a masterbrand, and expanded its portfolio to cover entries into a number of sectors beyond the original bath soap category. The development causes the brand team to take a fresh look at the cliches of the beauty industry. The result is the controversial Real Beauty campaign. As the campaign unfolds, Unilever learns to use the Internet, and particularly social network media like YouTube, to manage controversy.
涵蓋領域：
Advertising campaigns;Brand management;Consumer marketing;Marketing strategy;Public opinion;Social media
相關資料：
Case Teaching Note, (5-508-109), 6p, by John Deighton;Video Short, (6558), 0p, by John Deighton;Video Short, (7848), 0p, by John Deighton;Spreadsheet Supplement, (XLS224), 0p, by John Deighton
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