DOVE

REAL BEAUTY

SIGNALS The name of Dove: means bird. The Dove

universally symbolizes innocence, gentleness, faith, marital affection, peace and constancy.

Represented as a logo

Colours: blue,white and gold

Pay-off: Real Beauty

Non testimonials (BUT on adds don’t use model-type person)

Non recognizable product shape

VALUES No lie (reinforce the pay off “Real Beauty” )

No fake

Feel comfortable as you are

No beauty stereotypes

Beauty is not about age

PERSONALITY Friendly

Understandable

Self-confident

Self-esteem

Mind-independent

Unique

RELATIONSHIP PARITETICAL

Not invasive brand The brand is a friend and the consumer is

called to be the ambassador For every step of a life cycle you can have a

ambassador of the brand that you can take as an example or a role model