Using the customer-based brand equity pyramid as a guide (Keller, p.80), discuss how the Dove brand used its “Real Beauty” campaign to help drive Dove towards achieving brand resonance with its target

Using the customer-based brand equity pyramid as a guide (Keller, p.80), discuss how the Dove brand used its “Real Beauty” campaign to help drive Dove towards achieving brand resonance with its target market.    

Consider:  Who do you think they have defined as their core target market, based on both demographics and psychographic components?  What is the Dove brand’s positioning as a result?  How did they use this positioning to build a more active and intense relationship with consumer?

As mentioned in class, the assignment is not to simply answer each of the ‘consider’ points.  This is merely a guide to help your thinking.  The specific question to be answered is underlined.

Please note expectations from syllabus:

For the case studies, you are asked to hand in a 1-to-2-page answer to a question or issue that will be announced later in class and on Canvas. Your assignments must be submitted on Canvas before the case discussions take place in class.  Assignments will NOT be graded if received after the discussion.  Your answer should be not more than two pages, double spaced, 12 pt. font with 1-inch margins. 

You will be expected to apply the concepts we have learned via readings, lectures, and class discussions to prepare the following:

1. Restate the issue/question
2. Present your answer with supporting facts/rationale. A paragraph for each element of the issue may be appropriate
3. Provide a brief Executive Summary up front or a Conclusion at the end to summarize your net impression.

These assignments should be done individually. 

LINK TO THE CASE STUDY DOWN BELOW.https://www.mediafire.com/file/a84lgd2p72tis3d/Dove_Case_Study.pdf/file