Brand Evolution

Post has three assignments

1:Dove: Evolution of a Brand

Description 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. Questions to Consider These questions are intended to help you inform your conclusion, make your case, and frame your action plan. You do not have to answer them directly in your assignment, but they may help you as you work on the case. 1.What is a brand? Why does Unilever want fewer of them?. 2.What was Dove’s market positioning in the 1950s? What is its positioning in 2007?. 3.How did Unilever organize to do product category management and brand management in Unilever before 2000? What was the corresponding structure after 2000?. 4.How was the brand controlled before 2000 and how is it controlled at the time of the case?. 2 PAGES – SINGLE SPACED

2:P’kolino Case Study

Read the P’kolino case study, pages 261-304 in the your text. It is an example of an extremely well written business plan, in the traditional style of the late second millennium. (Note: the financial exhibits are not missing, but are in a follow-on case for a module later in the class). P’kolino is a children’s furniture company, launched in 2005. The company is still very much in business and the website can be visited at http://www.pkolino.com/ Write a paper that answers to the following questions: 1. Does the business plan tell a coherent and compelling story? 2. Does the plan capture all of the learning that Antonio and JB have accumulated? 3. What three questions do you think Antonio and JB need to answer through further planning before they launch the venture? 4. What are the three strongest aspects of the plan? 5. What areas need improvement?

3:internal migration

clearly both negative and positive effects of the large amount of internal migration that takes place in contemporary China. Describe some of the major positive social and economic impacts arising from the influx of migrant workers to China’s urban centers.

Guidelines: Write a concise, complete, and coherent answer. Your essay will be graded on both content (your arguments and evidence) and on the organizational flow of ideas.

Only use sources attached in the "additional materials" section. Must use in-text citations. Don’t necessarily need to use all the sources, but the information used in the essay should come from these sources only and need to fulfill the essay question thoroughly. Only use outside sources if necessary to thoroughly answer the essay question.

brand evolution