EVOLUTION OF A BRAND

Q1 What is a Brand? Why does Unilever want fewer of them? (Word Limit 200)
Q2 How was dove market positioning in the 1950s? What is positioning in 2007?
Q3 How did Unilever organize product category management and brand management prior to 2000? What was the corresponding structure after 2000? How was brand meaning

controlled before 2000and how is it controlled at the time of the case? (Word Limit 500)
Q4 Spend a little time searching blogs, using Google Blog Search, Technorati, BlogRunner, or any other blog search engines, to get a sense of what people are saying

about Dove today. What does this discussion contribute to the meaning of the brand?
Q5 Foot note 1 of the case leads you to a blogger who asks, with reference to the age of YouTube advertising, “Is marketing now cheap, fast and out of control?”

Footnote 2 refers to Dove as having started a conversation “that they don’t have control of.” In “When Tush comes to Dove,” Seth Stevenson writes about the “risky bet

that Dove is making.” Do you see risks for the Dove brand today?

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