Brand Asset Valuator

Praxis Business School

BRAND TRACKER

Phase I –Brand Image Measurement

A report

Submitted to

Prof. Govindrajan

In partial fulfilment of the requirements of the course

Product and Brand Management

On 14th August 2011

By

Anindita Choudhary B10002

Deepika Agrawal B10007

Sushmita Agrawal B10035

Arunabha Bagchi B10044

http://www.praxis.ac.in/

LETTER OF TRANSMITTAL

Dove

14/08/2011

To, Prof. Srinivas Govindrajan

Subject:

We are enclosing our report on Dove in partial fulfilment of the requirements of the course.

Anindita Choudhary

Deepika Agrawal

Sushmita Agrawal

Arunabha Bagchi

ContentsExecutive summary

History and evolution of Dove

Instruments of data collection Brand Asset Valuator Model Laddering

Findings and conclusions Presentation of findings and conclusion for Brand Asset

Valuator model Presentation of findings and conclusion for laddering method

Annexure

References

Executive summary

History and evolution of dove

History of the brandDove was first launched in the US in 1957; is one of the leading brands of Unilever globally.

It was launched years after Unilever acquired soap factory De Duif in The Netherlands, from

which the brand name Dove is derived. Dove first appeared on the market in a decade 50 in

the U.S., and is produced in order to care for burns victims were due to the war.

Dove has been available in India since 1995 It is now the world's #1 cleansing brand. Dove

products are manufactured in Argentina, Australia, Brazil, Canada, Germany, India, Ireland,

Netherlands, Thailand, Turkey and United States. The products are sold in more than 35

countries and are offered for both women and men. Dove's logo is a silhouette profile of the

brand's namesake bird, the colour of which often varies. The Dove Campaign for Beauty has

made the topic of beauty itself controversial, but marketers have kept the message itself

positive. Dove has its footprint in 80 countries worldwide with a range of superior products

from bar, lotions, body washes, face care and creams.

Dove brand now worth 111.8 million only its own table revenue from retail with 35% of the

population of the UK buy products from Dove in 2003.

Evolution of the Brand

While many people feel that Dove is a long time in England, but the actual bathroom Dove soap only came here in 1992, the brand name in children 4th in the list of Lever Faberge. Preeminent quality of the product is reflected through the exploration objective campaign with new ads, with a guarantee from the customer and a brand name – “Dove do not dry your skin type as the normal soap “This has helped Dove quickly hold top positions in the market in 1997.Dove has been positioned throughout its history without referring to it as "soap", but as a "beauty bar" with one-fourth cleansing cream; they stress its moisturizing of skin while washing in contrast to the drying effects of regular soaps (which their advertising calls simply "soap").

Real beauty can only be found on the inside and every woman deserves to feel beautiful. The image: Real beauty is portrayed by women who do not have "runway model" on their resumes -- they are the women passing by in grocery aisles or sitting in the office next door. The result: A dialog between Dove and its consumers about the definition of beauty.

Dove's marketing push defied conventional stereotypes and advocated for unconventional beauty and self-esteem. But before Unilever committed to the controversial campaign, it secured evidence that the majority of their consumers would relate to it. "The Real Truth about Beauty," a global research report commissioned by Dove, reported that only two percent of women worldwide describe themselves as beautiful.

1940

Formula for Dove Bar (Mild Soap)

1950

Refined to original Dove Beauty Bar

1960

Launched in the market

1970

Popularity Increased as a milder soap

1980

Leading brand recommended by Physicians

1990

Dove beauty wash successfully launched

1995-2001

Extension of Dove’s range of products

In 1979, the phrase "cleansing cream" was replaced with "moisturizer cream". In 1979, a Pennsylvania dermatologist showed that Dove dried and irritated skin significantly less than ordinary soaps. As a result of this study, Unilever started aggressive marketing and won more than 24% of the market by 2003In 2002, Unilever downsized from 1,600 brands to 400, nominating Dove to be one of its master brands. No longer just a beauty bar, Dove was to be a beauty brand, encompassing products such as body wash, deodorant, hair care and body lotion. Nothing in its heritage had prepared the brand to represent all of these functions. Dove now had to come up with a message that could speak for all its products.Dove launched a” real beauty campaign” and this campaign was launched in 2002. In this campaign all the dove products were united under one message and it was delivered through the traditional media. The billboards were placed strategically in locations such as Grand Central Station, where they would be sure to catch the eye of producers and reporters. The intention of the advertisement was to engage people to participate in the campaign, and at that they were successful. While "fat" eventually logged the most votes, Dove marketers were not discouraged. They decided to take the concept a step further and talk about self-esteem in 2005. It purports to be "an agent of change to educate and inspire girls on a wider definition of beauty and to make them feel more confident about themselves". To this end, Dove created a number of largely online-only short films, including Daughters, Evolution, Onslaught and Amy. Dove used YouTube to ask their consumers to help create the Self-Esteem Campaign. To get things started, Dove posted a fast-motion, one-minute film entitled, "Dove Evolution," which races through the cosmetic artistry and Photoshop "plastic surgery" that ultimately transforms a model's features into an ethereal face that then appears on a billboard. The film ends with the tag line: "No wonder our perception of beauty is distorted."

Products

Hair careDove intense repairDove hair fall rescueDove daily shineDove dryness careDove dandruff care

Skin careCremeFresh moistureGentle exfoliating

AntiperspirantsOriginalSilk dryClear touch

Instruments of Data Collection

Brand Asset Valuator ModelY&R (originally Young & Rubicam) is a marketing and communications company specializing in advertising, digital and social media, sales promotion, direct marketing and brand identity consulting. They developed the Brand Asset Valuator Model. The BAV model measures the brand health based on four components namely-Differentiation, Relevance, Esteem and Knowledge.

Differentiation –This is the ability of the brand to stand apart from its competitors i.e. - how it distinguishes itself from its competitors and what prevents it from becoming a commodity. A brand should be as unique as possible and more unique the brand is greater is the brand value.

Relevance-Relevance tells us how well the consumer connects with the brand, it also helps us know whether the product has mass appeal or it’s a niche product. It tells us about the segment to which the product belongs and it also tell us about the household penetration.

Esteem- It tells us what the consumer’s perception about the brand is and also tells us about the inclining or declining popularity of the brand.

Knowledge- Knowledge tells us about the consumer’s awareness level about the brand and also how intimate the consumer is with the brand.

We have used a standard questionnaire for the five brands (… Questions each).Our questionnaire consists of both close ended and open ended questions which helps us obtain and analyze the data from both a qualitative and quantitative angle providing us with a better insight in the subject.

MethodologyWe have conducted a survey amongst a heterogeneous population (they differ in terms of regions from which they hail socio-economic status, taste and preferences, etc).

Sample Size for Survey: 47

LadderingLaddering is an interview technique which is one-on-one in nature. This technique is particularly helpful in eliciting goals and underlying values which helps the user in nascent stages of his research. It is an unstructured approach trying to probe deep into the interviewees’ psyche and analysing his responses to come up with the “reason” why and how the product is important to them so as to derive from that the hidden motivating factor of the consumer behind buying the product. Laddering techniques involve creating, reviewing and modifying of hierarchical knowledge, often in the form of ladders (i.e. tree diagrams).

Why is it better than the “Zaltman Metaphor Elicitation Technique”?Zaltman Metaphor Elicitation Technique (ZMET) is a patented market research tool. Patent #5436830 was issued on July 25, 1995. ZMET is a technique that elicits both conscious and especially unconscious thoughts by exploring people's non-literal or metaphoric expressions. It was developed by Dr. Gerald Zaltman at the Harvard Business School in the early 1990s.

Reasons as to why laddering is better than ZMET:-

Zmet is mostly done on unconscious thoughts and it explores a person’s non-literal or metaphoric expression and these are subject to relatively more interpretation and hence are subject to the skill of the person doing the interpretation which depends on experience and technique used and hence the results might be less accurate than laddering.

Zmet is more time consuming and needs a larger amount of resources than laddering

Zmet requires trained people who know the meaning and also needs identification of the hidden motivations for example using hearing aid is looked upon as old and flawed and this is why people postpone the purchase of a hearing aid though they cite that cost is the reason to postpone the purchase. This job is very technical and requires a lot of analytical skills. Laddering however does not require any such specific techniques and hence requires relatively less trained professionals. Moreover in case of ZMET getting such labour force can be a problem and the costs of maintain such a trained force may be very high.

Zmet is more popular with non-profit organizations .It is more widely used to address organizational issues.

Findings And Conclusions1. Presentation of findings and conclusion for Brand Asset Valuator model

The analysis is to study the differentiation, relevance, esteem and knowledge of Dove. The competitor brands for our study are Sunsilk, Pantene, Garnier and Olay.

Brand ParityPrior to the analysis of differentiation, relevance, esteem and knowledge of Dove, it was important to understand whether consumers care about their choice between different brands of personal care products. The 47 respondents were asked whether brand was important for them when it comes to personal care products and these were the following responses:-

96%

4%

Dove

yesnomay be

Thus from here it can be concluded that respondents do see the difference between the brands.

Brand KnowledgeKnowledge is the extent of the consumer’s awareness of the brand and understanding its identity. The awareness levels about the brand, and what it means, shows the intimacy that consumers share with the brand. True knowledge of the brand comes through building of the brand.

For measuring the brand knowledge of dove, the brand was compared with its competitive brands.

The first question was on the logo of the brand. The respondents were showed the logo of few brands with the names removed. This showed the awareness which the respondents have of the brand. The brand with highest number of correct answers proved to be more aware in the minds of the respondents.

Similarly, brand knowledge of the respondents was also judged by asking them to identify the taglines and celebrities involved with the brands.

The results of knowledge for the five brands are as follows- The table indicates points.

Brand KnowledgeQuestions Sunsilk Dove Pantene Garnier OlayLogo 43 45 44 45 19Taglines 10 4 10 27 5celebrities 23 25 31 24 34Sub total 76 74 85 96 58Percentile 60 40 80 100 20

Sunsilk Dove Pantene Garnier Olay

60

40

80

100

20

Brand Knowledge

Garnier is highest on knowledge. For instance, in India Garnier has floated its tagline as “Apna Khayal Rakhna”. So, it helps to easily connect the tagline with the brand.

Dove comes fourth in knowledge which is 40 percentile. The survey indicated that people are not much aware about the brand.

Dove was launched in India in 1995. It not being an old brand still keeps many people unaware about it. Also not many celebrities are seen in the advertisements by Dove. We often notice a very common face in their advertisements. This could be a reason why people are less aware of the brand.

Another survey was done to know about the top of mind recall of respondents when it comes to the soap category of each brand. Soap category was picked up as during laddering the brand above was often related to just soap instead of being a complete personal care brand. Assuming that there was lack of awareness among the respondents of the brand being a complete personal care brand, we took the core competency of the brand which is soap.

dove

nivea ola

y

santoor

lifeboy

medim

ex

margo

fiama

jhonson

fair and glow

ponds

savlon

0

5

10

15

20

25

TOM

1st Recall2nd Recall3rd Recall4th Recall5th Recall

Dove brand is in top of the mind recall of 23 respondents out of a total of 47 which clearly indicates higher level of knowledge and esteem in the soap category.

Another aspect we wanted to know through our survey was whether respondents know that Dove is a complete personal care brand. The response we got from the 47 respondents was:-

Strongly agree Agree Indifferent Disagree Strongly disagree

16

21

8

20

EsteemEsteem is the perceived quality and consumer perceptions about the growing or declining popularity of a brand. Does the brand keep its promises? The consumer’s response to a marketer’s brand building activity is driven by his perception of two factors: quality and popularity. Both vary by country and culture.

For measuring esteem of dove the following questions were asked.

Respondents were asked the brand with which they would associate themselves with. If respondents have esteem for a brand, only then would they want to be associated with it.

Another question was asked on brand promise. If a brand delivers its promise, then esteem for the brand increases as consumers will have a better perception of the brand.

Trust also indicated the regard the consumer had for the brand. So, we asked the respondents to mention the brands they trust the most.

The results of the survey are- The table indicates points.

Brand EsteemQuestions Sunsilk Dove Pantene Garnier OlayAssociate 5 23 5 3 11Promise 7 20 6 7 7Trust 5 22 7 9 4Sub- total 17 65 18 19 22Percentile 20 100 40 60 80


20

100

40

60

80

Brand Esteem

Survey shows that Dove is highest on esteem. The reason for this could be that the perceived quality and consumer perceptions about dove are good and its popularity is growing. The brand is keeping its promises. The consumer's response to a marketer's brand-building activity is driven by his perception of two factors: quality and popularity, both of

which vary by country and culture, which in case of Dove is high in case of Dove indicating good health of the Brand.

Brand StatureEsteem and knowledge together create Brand stature, which is a “report card” on a brand’s past performance and which determines the current power of the brand.

Brand Knowledge Brand Esteem

40

100

Brand Stature

Thus it can be seen that Dove is high on esteem but very low on knowledge.

DifferentiationDifferentiation is the ability for a brand to be distinguished from its Competitors. A brand should be as unique a possible. Brand health is built, and maintained by offering a set of differentiating promises to consumers. And by delivering those promises to leverage value.

For measuring differentiation of Dove, the following questions were asked.

Respondents were asked to identify the brands from the taglines mentioned. This has been taken as differentiation, because, if a consumer can identify the tagline of a particular brand, it means that the particular brand is differentiated in the consumer’s mind. In this, the brand being identified the maximum number of times would get the highest marks and the remaining would follow accordingly.

Another question was where the respondent, had to identify, if for a particular brand, there is another brand quite similar in offerings. The brand, for which maximum number of respondents felt there are not many similar offerings, would get maximum points.

In another question on differentiation, we laid down the various characteristics of personal care products. The characteristics listed were- less skin/eye irritation, fragrance, and moisturizing, gentle and less chemicals. These are important characteristics of a personal care product. These characteristics differentiate one brand from another.

The results of the survey are - The figure indicates points.

Brand DifferentiationQuestions Sunsilk Dove Pantene Garnier OlayUnique 9 28 12 22 33

Characteristics 538 742 657 762 783Sub total 547 770 669 784 816

Percentiles 20 60 40 80 100


20

60

40

80

100

Brand Differentiation

Olay is highest on differentiation. According, to this Olay has been rated highest in characteristics such as gentle but Garnier has been rated the highest in less skin/eye irritation, Garnier.

Characteristics Sunsilk Olay GarnierPantene Dove

less skin/eye irritation 121 158 167 142 147Fragrance 91 171 174 138 118moisturizing 66 151 145 122 189gentle 159 185 161 130 141

less chemicals 101 118 115 125 147sum 538 783 762 657 742 20 80 60 40 100

The survey even tried to understand how the respondents perceive the price of different brands. Price is an important differentiator; therefore, it is important to see how consumers perceive the various prices.

Characteristics Sunsilk Dove Pantene Garnier OlayUnaffordable 0 0 0 0 18Expensive but affordable 12 15 10 24 17Value for money 21 27 23 16 12Inexpensive 14 5 14 7 0

The result clearly shows that majority believes that Dove is a brand which is a value for money.

RelevanceRelevance is the actual and perceived importance of the brand to a large consumer market segment. This gauges the personal appropriateness of a brand to consumers and is strongly tied to household penetration (the percentage of households that purchase the brand).

For measuring the relevance of Dove, the following questions were asked:-

The respondents were asked the brands they would like to associate with. If a consumer would want to associate with a brand, then the brand would be relevant for the consumer.

In another question, the respondents were asked a series of questions on why they would purchase a brand. The respondents were asked the following questions:-

Characteristics Sunsilk Dove Pantene Garnier OlayValue for money Complete personal care Quality Smell Less harmful chemicals Satisfy my needs than others

The results of the survey are-

Brand Relevance

Questions Sunsilk Dove Pantene Garnier Olay

Associate 5 23 5 3 11

Purchase 26 94 25 48 30

Sub- total 31 117 30 51 41

Percentile 40 100 20 80 60


40

100

20

80

60

Brand Relevance

From the above survey we can see that Dove is the highest in relevance. This could be because people could associate more with the brand. Also Dove is a popular brand, used from quite long now. It is a quality product at expensive but affordable rate.

Moreover, it has wide variety of variants to cater to different consumer preferences. The product is relevant among wide masses because of its quality and constant innovation.

dove is a pre-mium brand

dove is a per-sonal care brand

dove is not a feminine brand

dove is 1/4th moustiring

Series1 8 51 -25 30

Brand Relevance

Respondents strongly agree to the fact that dove is a personal care brand.

Another question we asked the respondents was would they recommend Dove to someone and the responses are as follows:-

81%

19%yes no

Brand StrengthDifferentiation and relevance combine to determine brand strength. They point to the brand’s future value.

Brand Differentiation Brand relevance

60

100

Brand Strength

Bringing the four together- D, R, E, K

2. Presentation of findings and conclusion for laddering methodThe responses were received from the respondents was analysed to form an A-C-V chain where A stands for attributes C stands for consequences and V stands for values. The ACV’S are organized in the following table where similar values, attributes and consequences have been grouped together. These helped us reach a definitive conclusion telling us about the underlying consumer motivations behind buying the product, brand health and how the product makes the consumer feel.

SNO. ATTRIBUTES SUB-ATTRIBUTES1 Fragrance2 Moisturize Convenient, saves time and energy3 Colour White, green and is associated with peace

4 Refreshing5 Value for money product Not required to use moisturizer so saves

money6 Gentle to skin7. No harmful chemicals8. Packaging Eye catching ,soothing due to liberal usage of

white and green (dove a symbol of peace)

SNO. CONSEQUENCES9 Wrinkling Moisturizes skin and hydrates it-improper

hydration leads to wrinkling

10 Feel good factor11 Confidence Makes you stand out in the crowd12 Soft skin Baby soft feel, smooth texture13 Spurs performance feels more self assured

Levels14 Better social life Magnetizes people15 Fair skin16 Convenience Less time taking, more like a daily chore

SNO. VALUES17 Sense of achievement18 Higher self esteem19 Security20 Self-assured

The serial numbers of the ACVs from the table were taken as the codes for further analysis. The ACVs were transformed to the following.

Self assured Security Sense of achievement

Confidence Better social life Spurs performance level

Feel good factor Wrinkling

Fair skin

Healthy skin

Peace of mind

One of the core values was sense of security where the respondents felt cared for by others which was followed by self –assurance where the respondents appreciated themselves for what they were and felt confident about their presence. This was followed by peace of mind which arose from the fact that money was well spent and also was a resultant of better social life. Last but not the least was a sense of achievement where the respondents felt they performed better and more efficiently which lead to their appraisal and promotions which filled them with a sense of pride and achievement.

The consequence which mattered the most was confidence and a spur in the performance levels both of which are a function each other. It also leads to a feel good factor. Less wrinkling was a surprise find where many respondents felt that since the skin remains hydrated the chances of early wrinkles are minimised.

Moreover the lack of harmful chemicals was an important attribute as many people thought that in today’s world looking good is very important and large number of face washes, serums, cleansers were available in the market but they are mostly harsh to skin as they contain various harmful chemicals but Dove proves to be a good buy as its gentle to the skin and lacks harmful chemicals and this gives them peace of mind where they don’t have to compromise on the health of the skin to look good. The litmus test ad seemed to be etched in the respondents mind.

Convenience was also rated high on the ladder as people had a busy schedule and since Dove acts as a moisturizer people don’t have to use a moisturizing lotion separately which saves time, money and bother and washing one’s face with Dove becomes a daily chore and one does not have to take out time to do it .So it’s a complete skin care solution and hence respondents found it value for money inspite of being expensive in comparison to the other soaps.

Fragrance

Value for money

Moisturizer

Gentle to skin

Colour

No harmful chemicals

Refreshing

The respondents also stressed on the refreshing quality of the product and its light fragrance lifted their moods and made them feel more agreeable and confident about themselves .They felt more agreeable, behaved better and carried with themselves a positive aura which made their social life scintillating which gave them peace of mind and also boosted their productivity. They felt more secure which is a function of being liked accepted and a sense of belongingness prevailed.

Packaging elevated their mood and senses and soothed their eyes as the colours white and green represent tranquillity.

Conclusion

1) Segmentation

Ladder frequency for attribute value linkage

Attribute VALUESSOCIAL PERSONALSecurity Sense of

achievementTotal Peace of

mindSelf Assured

Total

Fragrance 0 0 0 0 1 1

Moisturizer

0 0 0 0 0 0

Colour 0 0 0 0 0 0Refreshing 0 1 1 1 2 3Value for money

1 1 2 1 0 1

Gentle 0 0 0 0 0 0No harmful chemicals

0 1 1 1 0 1

Packaging 0 0 0 0 0 0

4 6

The four values are classified into higher level values as follows:-

SOCIAL VALUESIs associated with how a person is accepted in his peer group and his standing in the society.

SecurityThis is a function of how well accepted a person is in a group. Belongingness fills a person with a sense of security. Social acceptance is a function of a variety of factors amongst which ability to get along with others which comes from being agreeable and confidence ranks very high. Moreover a pleasant countenance helps matters. One feels sung and cosy when cared by others which lead to increase in productivity.

Sense of achievement

This is a social value .When we see ourselves better off than others monetarily we feel good and we feel we have achieved in life it is a boost to our self esteem.

Personal values

Is associated with being comfortable of oneself and accepting oneself for what they are. They are related to one’s expectations of oneself.

Peace of mind

We feel good about ourselves and when we are appreciated by others we attain peace of mind. We feel we could meet the standards we had set for us which gives us peace of mind.

Self assured

When we feel more confident and beautiful we are more assured of our presence which comes from a having a better image of oneself in one’s eyes as well as eyes of others.

From the ladder frequencies for attribute- value linkage, the results are as follows:

Social- 4 respondents i.e. 40% respondents

Personal- 6 respondents i.e. 60% respondents

Thus we can conclude that this brand is more concerned with people for whom personal values play a very important role.

2) Developing Advertising Strategy:

Means- Ends Conceptualisation of Components of Advertising Strategy:

Driving force The brand needs to orient itself more towards personal values like peace of mind and self assurance. It MUST make people feel good about them and not crave for an unattainable hourglass figure and looks. It should aim at accepting oneself the way one is. The advertisement should aim at how a person should aim at accepting oneself the way he is and making him realise that “self esteem “is very essential as you can’t be accepted by the society when you don’t accept yourself for the person you are.

Leverage point

Self assurance or self esteem should be reinforced as that is the value to which most respondents connect.

Excecutional framework

Since the product is perceived to be a value for money product the ads should stress as how the products are multipurpose .For example the soap acts as both a moisturizer and a cleanser without the harmful properties of soap. Hence the multipurpose use of the products should be reinforced.

Consumer benefit

The main consumer benefit as derived from our research is the feel good factor which is again a combination of various factors like confidence, better social life, healthy and less wrinkly skin. But confidence is a clear winner and the ad should stress upon the boost in confidence levels when Dove is used.

Message elements

What emerges from the Hierarchical Value Model is the importance of confidence in the four major values-Self assurance, peace of mind, sense of achievement and security. The product attributes which leads to the consequence of Confidence are gentleness, absence of harmful chemicals and moisturising property. These product attributes need to be highlighted in the advertisements to induce the need for confidence among the viewers.

AnnexureQuestionnaire

1. Is brand important for you when it comes to personal care product?

Yes No

2. Can you identify the logo of the brands?

3. Can you identify the taglines of the brands? Love the skin you are in Take care Go fresh Unforgettable hair Shine. I believe I can

4. Can you identify the celebrities involved with the brands? Shilpa Shetty Sonam Kapoor Kajol Priyanka Chopra Geneila D-Souza

5. Name five brands which come to your mind when you think of soap?6. Which brand would you associate yourself with?

Sunsilk Pantene Dove Olay Garnier

7. Which brand fulfils its promise the most? Sunsilk Pantene Dove Olay Garnier

8. Which brand do you trust the most? Sunsilk Pantene Dove Olay Garnier

9. Do you think any brand gives the same offerings as your brand?

Yes No

10. Rate the following on a scale of 1-5(5 being the highest and 1 lowest)?

Characteristics Sunsilk Olay GarnierPantene Dove

less skin/eye irritationFragrancemoisturizing gentleless chemicalssum

11. How would you rate the price of these brands compared to other brand?

Characteristics Sunsilk Dove

Pantene

Garnier Olay

UnaffordableExpensive but affordable

Value for moneyInexpensive

12. Can you tell me the reasons why you would purchase a brand? Characteristics Sunsilk Dove Pantene Garnier OlayValue for money Complete personal care Quality Smell Less harmful chemicals Satisfy my needs than others

13. Is Dove a premium brand? Strongly Agree Agree Indifferent Disagree Strongly Disagree

14. Is Dove a personal care brand? Strongly Agree Agree Indifferent Disagree Strongly Disagree 15. Is Dove not a feminine brand?

Strongly Agree Agree Indifferent Disagree Strongly Disagree

16. Is Dove a 1/4th moisturizing brand? Strongly Agree Agree Indifferent Disagree Strongly Disagree

17. Will you recommend Dove to someone?

Yes No

Documents

Brand Asset Valuator