My assignment when taking Branding & Communication training

1. 2) The People We Serve:
- Natural & Confident women seeking
“Real Beauty”; want to look and feel
optimistic
3) Human Truth:
- Beauty standards of a woman is
decided by the society → Being
beautiful is a pressure, instead of
something natural that women would
enjoy
5) Product Truth:
- Skin care: Body wash has Nutrium Moisture →
nourish hair from inside. Soap bar contains of ¼
moisturizing cream
- Hair care: Micro Moisture Serum + Fiber Actives
→ repair damaged hair from inside;
Trichazole Actives nourish hair roots
4) Purpose:
- Re-define true beauty & deliver
real care
6) Functional Benefits:
- Skin care: keep skin nourished, smooth, soft
- Hair care: reduce hair fall & breakage (95%),
nourish hair from the inside → strengthen hair
7) Emotional Benefits:
- Empower women by increasing self-esteem;
make them feel more confident, optimistic
about their real beauty; more feminine
9) Brand Personality:
- Natural beauty, soft, feminine, sophisticated,
purity, inner confidence
10) USLP:
- Dove’s Self-Esteem Project aims to help young
people to improve self-esteem through educational
programs → Over 11 million people have received
help since 2005. Over 2 million participated in 16
countries in 2012
8) Brand Discriminator:
- Only Dove can nourish and repair damaged
hair and inspire women to feel truly beautiful.
1) Roots:
- Strong & well-known global brand (Unilever is the
No.1 brand owner in Rural Vietnam - Brand Footprint
2015, Kantar World Panel - Link)
- Strong R&D, talent human resource & wide
distribution channel
- Dove is the top riser in Health & Beauty Care sector
(BrandFootprint 2015, Kantar World Panel)
- Diverse product lines which meet all of segments
(Beauty bar, body wash, shampoo, conditioner,
treatments); dove; white; moisturizing; soft product
shapes; normal women (no celebrities) and their
testimonials
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BRAND TASK MAP - LE KHANH AN