3. brand values: natural • confident • friendly • comfortable • down to earth Dove calls upon women to regain their confidence and feel beautiful, no matter what their age, race, shape, or size. Its models are real women, who exude confidence and strength. They are all beautiful, yet they defy the beauty industry standards. Rather than perpetuating the beauty myth, Dove promotes a healthy lifestyle and taking care of one’s self. Real beauty. Real women. real
4. brand as an ORGANIZATION brand as a SYMBOL Unilever •American • Unconventional• Inspires confidence• Controversial•
5. brand as a PRODUCT brand as a PERSON Confident Friendly Happy Warm Inclusive Independent Down to earth
6. BRAND IDENTITY PRISM Confident Friendly Natural Inclusive Beauty bar Soft colors Dove symbol Round shaped packaging Personality Physique Inspires women to take care of themselves and feel beautiful every day American Soft skin Down to earth Relationship Culture Accepted Beautiful Inspired Confident Clean Natural Reflection Self-image
7.
8. brand values: earthy• modern • artsy • simple • confident Prada utilizes ultramodern sleek designs to create a discrete, yet feminine look. This quirky and provocative style speaks of confidence without being too revealing. The brand juxtaposes gender roles as the Prada man seems very feminine, while the Prada woman seems very serious, almost aggressive Prada is the essence of affluent functionality coupled with ultramodern sleek designs distant
9. brand as an ORGANIZATION brand as a SYMBOL • Italian • Feminine • Modern • Refined • Luxurious
10. brand as an PRODUCT brand as a PERSON Affluent Distant Artsy Quirky Mysterious
11. BRAND IDENTITY PRISM Artsy Distant Confident Understated Forward thinking Opulent fabrics Modern style Earthy tones Clean lines Personality Physique Italian Modern Feminine Leather goods Functional Practical Fashionable Relationship Culture Status symbol “Rive-Gauche” Quirky Refined Ultra Modern Reflection Self-image
