This Video clip is a perfect example of how (Dove) is trying to use their brand not through, “Direct advertising, but in the context, is viewed as a rather clumsy intrusion into a much more organic approach to image building”(Klein 20). For instance (Dove) is establishing emotional ties with their customers through the idea of “self esteem”(20). Which “Has fostered a powerful identity by making their brand concept into a virus and sending it out into the culture via a variety of channels; cultural sponsorship, political controversy, the consumer experience and brand extensions” (20).

Dove Evolution
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