Answer the following 4 short answer questions about the DOVE case.
1. What is a brand? Why does Unilever want fewer brands?
2. What was Doves market positioning in the 1950s? What is its positioning in 2007?
3. How did Unilever organize to do product category management and brand management in Unilever before 2000? What was the corresponding structure after 2000? How was brand meaning controlled before 2000 and how is it controlled at the time of the case?
4. Footnote 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 dont 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?