This case is accompanied by a Video Short for Premium Educators to show in class. To watch the video or display to students, click on the video icon. 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. Video Supplement available for purchase through Harvard Business Publishing's customer service department.

【書誌情報】

ページ数：13ページ

サイズ：A4

商品番号：HBSP-508047

発行日：2007/10/10

登録日：2011/7/29