Winnie Harlow & Dove. “Redefining beauty, advertising and the unrealistic ideals for the way women (and men) look”

Flexibility 3/5

Audience knowledge 3/5

Compelling story 5/5

Leadership 5/5

Competitive 4/4

Energy 4/5

Seamless Omni presence 4/5

1. CHARACTERISTICS OF A SUCCESSFUL BRAND

4. PEN PORTRAITS

6. THE THEORY OF EMOTIONS5. SELF-CONCEPT MODEL: POTENTIAL CONSUMER

9. BRAND PERSONALITY 11. POSITIONING MAP10. 3 LEVELS OF PRODUCT MODEL 12. POSITIONING AROUND ADDED VALUE 13. DETERMINANTS OF CELEBRITY ENDORSEMENT

Providing solutions on specific global concerns

Customer relationship

Use of ‘normal people’ in advertisements

SEGMENTED PRODUCTS

CORE

Inner and outer body care

products/services

Quality

Variety of products

Heritage

Consumer purchase

power

ACTUAL PRODUCTS

ACTUAL SELFHOW I ACTUALLY SEE MYSELF

IDEAL SOCIAL SELFHOW I WOULD LIKE OTHERS TO SEE ME

SOCIAL SELFHOW OTHERS ACTUALLY SEE ME

IDEAL SELFHOW I WOULD LIKE TO SEE MYSELF

3. BRAND TYPOLOGY

HIGH

LOW Presence

Little Tiger

Specialist

Olympic

Clean Slate

Weak

Classic

Defender

Fading Star

2. PROSPECT THEORY

FunctionalCriteria(instrumental)

Personal&Social(cognitive)

EmotionalThinking(feelings)

PriceAvailabilityFeaturesConvenience

Culture (where I belong to)Reference groups (influenced by)Perception (stereotype)Personality (reflects me)Motivation (driven by)

Emotions (happiness, rebellious)Possibly irrational (impulse)Desires (not a need but a want)Subconscious (instinct)

System 2Rational

System 1Instinct

TouchStrong

OutRugged

GlamorousPresentation

CharmingRomantic

ReliableResponsibleDependable

Efficient

DaringSpirited

ImaginativeUp-to-date

Domestic Honest

GenuineCheerful

Sophistication

Competence

Excitement

Sincerity

Brand and Celebrity

Ruggedness

Masculine Feminine

Modern Traditional

Focused on Image

Focused on Wellbeing

Reassuring Exciting

Fun Serious

Ambitious Content

Confident Reserved

8. BRAND DESIRE

Current: Chantelle, 15yrsMarital Status: SingleOccupation: Student

Household income: £80k Hobbies: Spending time with friends, creating clothing designs, reading

and watching celebrity talk showsAmbition: To move to the US and be a model

Why use Dove: Currently going through puberty, at this time trying to find her own style

She is very body conscious Wants to make sure what products she uses for her body will be great

for her skinCompetition: Shop owned brands: Boots, Superdrug, £land

“If you obey all the rules, you'll miss al the fun...”

Potential: Cheryl, 56yrsMarital status: Separated with 5 children

Occupation: Manager at NatWest bank

Household Income: £55k (Inc. Husband 95k)

Hobbies: Spending time with children, reading life books & going to the gym

Ambition: To get her own life back (i.e. by getting out the house), meeting

new people, going out on dates

Why use Dove: Looking after children has made her “let herself go” in how

she looks. Husband has left her for a younger more attractive woman. She

can purchase certain products that will help clear up her skin and make her

feel and look much more beautiful.

Competition: L’Oreal, Estee Lauder, Associates herself with luxury brands “It’s time to live...”

Brand Impact and Popular Culture: 6MK500 Naomi Cooper: 100260337

Described as the ‘epitome of beauty’ WINNIE HARLOW pledges to ‘change the face of fashion

one campaign at a time’

DOVE has a vision of a world where beauty is a source of confidence, and not anxiety. Helping people raise

their self-esteem and realise their full potential

7. ELABORATION LIKELIHOOD MODEL

MESSGAE:Persuasion attempt

Audience factors

Processing approach

Persuasion outcome

Temporary change that is susceptible to fading

and counterattacks

Lasting change that resists fading and

counterattacks

Superficial processing, focused on surface

features such as the communicator’s

attractiveness or the number of arguments

presented

Deep processing, focused on the quality of the

message arguments

Low motivation or ability to think

about the message

High motivation and ability to think about

the message

0

1

2

3

4

5Security

Performance

Aesthetics

Convenience

Economy

Reliability

Dove Winnie

Mo

men

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