http://worldcat.org/entity/work/id/326966857

Dove : evolution of a brand

"Examines the evolution of Dove from functional brand to a brand with a point of view after Unilever designated it as a masterbrand and expanded its portfolio to cover entries into a number of sectors beyond the original bath soap category. The development causes the brand team to take a fresh look at the clichés of the beauty industry. The result is the controversial Real Beauty campaign. As the campaign unfolds, Unilever learns to use the Internet and particularly social network media like YouTube to manage controversy."--Harvard Business Publishing web site.

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