Current branding situation and new brand architecture
Dove's current branding situation is characterized by delivering real products to women worldwide to make their skin soft. The brand targets women between 15 and 36 years ( Oey, 2019) . The company emphasizes that the soap provides complete moisture care since its cream is blended with cleaners that prevents one's skin from drying. However, due to the stiff competition in the soaps industry, the firm works towards developing new brand architecture. Notably, the current branding creates a sense of belonging that challenges the beauty stereotypes for its customers ( Oey, 2019) . The goal of the new brand architecture is to create a customer experience. The company started a conversation through social media platforms that allow women to showcase their real beauty after using the Dove brand. The engagement is geared towards the creation of value and to inspire women to be natural.
Brand Vision, Business analysis matrix and competitive industry map
The vision of creating a brand experience ideology for marketing purposes is to allow women to feel comfortable about themselves and their skin. In the business analysis matrix, most people desire products that offer a memorable experience. By creating a sense of belonging as a branding mechanism, the strategy will be quite effective. Dove's new brand architecture is based on campaigns such as increase your mindshare helps in addressing media distortion ( Oey, 2019) . As compared to other companies' brands such as Lifebuoy, the competitive nature of Dove is excellent. After introducing brand architecture, Dove self-esteem workshop, their brand value grew in 2019 to a tune of $6, 514 million ( Oey, 2019) . Such resulted in arguably treating Dove as a brand with the highest brand values than other companies in the same industry.
Delegate your assignment to our experts and they will do the rest.
Brand positioning statement
Unilever Company positions its new brand architecture of Dove as a point of differentiation in the market by arguing that beauty is not associated only with the attractive nature of women, but it goes beyond, and thus, it is about the inner feeling of each woman.
SWOT analysis
Strengths
The notable strengths of the Dove brand include; product design, real marketing, cost-effectiveness, brand wisdom, and distribution channel. On the product design, the Dove brand is a combination of cream and soap, thus making it suitable for smoothing and cleansing purposes ( Hasan, 2015) . Product combination meets the different needs of the consumers concurrently. Real marketing strength is associated with the company's ability to use actual people in their marketing strategy rather than celebrities. The technique allows the firm to connect with consumers and develop a long-lasting business relationship. The brand is also cost-effective since it does not use celebrities for advertisement purposes ( Hasan, 2015) . The company saves a lot from celebrity endorsement expenses. Dove also benefits from consistent brand wisdom in the industry. The firm utilizes brands that are effective in the industry, such as experience among the customers. Another important strength of the Dove brand is the distribution channel. Dove is found in leading premium outlets and retail chains.
Weaknesses
Dove brand experiences intense competition, targets primarily on female, it is not price-sensitive, concentrated towards metros and low few product line with high market share. Dove brand faces stiff competition from companies in cleansing and moisturizing products such as Lifebuoy in the market ( Hasan, 2015) . The problem has limited its growth in market share. The company only targets the female segment, and it is popular among the men. As a result, it limits its market niche. The brand is not price sensitive as compare to Lifebuoy and Cinthol ( Hasan, 2015) . Such limits its growth as most clients prefers cheaper brands considering their products are similar in usage. The brand also concentrates on metros, and because of its targeting and positioning, its consumption is limited. Penetrating non-metros consumers is also difficult. Dove brand has few products with a high market share, and thus, relying on such business trend makes Dove vulnerable to external threats.
References
Hasan, M. M. (2015). Marketing Analysis of Unilever. Total Quality Management , 11 , 13. https://d1wqtxts1xzle7.cloudfront.net/40726297/Kocchoper_Dim_BUS_620.4_Fal
Oey, J. D. (2019). A Multimodal Discourse Analysis of the Notion of Beauty in "Dove Real Beauty Sketches". Kata Kita , 7 (3), 352-357. https://doi.org/10.9744/katakita.7.3.352-357
