3.

How was brand meaning controlled before 2000 and how is it controlled at the
time of the case?

2000 (The Functional Benefits)

(Dove) 1957

(Beauty bar)

1957 2000

(Product)

( 1 2 3)

2000

(Masterbrand)

The Campaign for Real Beauty

2000 2006 (A Brand with a

Point of View)
 2002

Sylvia Lagnado

3000 2% 31%

Tick-Box Campaign

(oversized)

(outstanding) 2005

Firming Campaign

2006

Hates her freckles

Dove Evolution

YouTube Photoshop

( 4 5 6 7)


2006 (From the Brands to

Customers Point of View)
2006 Real Ad by

Real Women 2007

79

(Customer Relationship

Management)(Customer managed Relationship)

(engaged)

(+~ 1 2

3 4 5 6 7

~)