As your book touches on this week, brand identity plays an important role in positioning products and companies in the minds’ of consumers. In gaining a deeper appreciation for the importance of dev

As your book touches on this week, brand identity plays an important role in positioning products and companies in the minds’ of consumers. In gaining a deeper appreciation for the importance of developing a positive brand identity and related marketing strategy, you are going to focus on the globally recognized personal care products of Dove® and will address questions related to a real-world case study on the brand. For starters, you can discover more about the brand by going to their website at the following address: www.dove.com

You will then learn more about the marketing and branding challenges of Dove, by reading the case study on page 224 - 225 of our ebook. Once you do this and complete your additional outside research, address the following questions: (please note the questions here are slightly different than those in the ebook and you should only address the questions that follow here.)

1. The Dove Real Beauty campaign used a unique message to successfully market its products, but beneath that message was the effective understanding of basic marketing fundamentals. What are those fundamentals? 
2. As a result of its Real Beauty marketing campaign, Dove’s sales soared and it attracted many new customers. What can the Company do to retain these customers? 
3. If a brand is a promise, what does the Dove brand promise its customers? 
4. What can a company that sells services, rather than commodities, take away from Dove’s experience? 
5. Building upon the business you would like to open up, what would differentiate your brand from competitors? 

APA Requirements & Suggestions

• APA format writing has very specific writing requirements that need to be met and are graded. A few of these major requirements include:
  • Microsoft Office programs only: Word, PowerPoint, or Excel (versions 2007 or higher)
  • A Title Page should be the first page of your Assignment
  • Each page should be double-spaced (no spaces between paragraphs)
  • You will indent each new paragraph
  • Font should be Times New Roman and 12 pt. font only
  • 1” margins all around for your page setup
  • APA formatted Reference Page is the last page of your Assignment
  • Your Reference Page should include at least two “qualified” research sources on it,
  • You should include at least two Citations in your response section (each instance should be just a sentence or two or support your writing)
  • Bullet Points and Numbered Lists should not be used
  • Qualified Research Sources should only be used (i.e. no resources exemplified by Wikipedia and about.com will be accepted) and typically these are found by using resources like the Library and Google Scholar.

The paper should be a minimum of two pages long, double-spaced. The minimum length does not include the cover page and the reference page. All sources should be referenced as sources cited. Check for correct spelling, grammar, punctuation, mechanics, and usage. Citations should use APA style.

Make sure your document includes:

• Your Name
• Date
• Course Name and Section Number
• Unit Number
• Assignment Name
• Page Numbers