Branding is the technique used by the companies to use a name or a design symbol to provide a unique identity in the marketplaces. The marketers generally use three main options. They are the option of using private labels, individual branding or co-branding. Added to this, they can consider the use of the trademark protection for the brand (Boulton 131). In the current times, the people are inundated with products and marketing techniques are done to create a niche consumer base. In this analysis, the efforts of the brand Dove to market its products have been probed.
Dove was a product that often focused on the pristine white and cleanliness. However, this message was misconstrued as a product that was not considered to be racially sensitive. It had created a persona that the people in the society of different ethnicities were not the target consumer base. The company had decided to create an advertising theme in the social media to connect with the larger group of audiences. This was the background for the creation of the particular and campaign. The technique, tone and theme of the advertisements have been probed in detail in the following.
The product Dove is used for personal health care. It targets the women of all the ages and demography. The product is positioned as a product that is used for the women to consider their personal beauty potential to deliver the real care. The strength of the brand is the established brand image. However, there is intense competition from the global brands. The company has embarked on a technique of ad creations to connect with the consumer. Owing to this, the brand advertisement that was created was to create an impact on the audience about the diversity. There was an implicit opinion that the Dove campaign often focused on the whiteness of the product or rather the cleanliness. The company wanted an advertisement that was under 5 seconds to create an impact on the target audience. The themes were about inclusivity and celebration of the different ethnicities. These are detailed in the following.