Strategic Brand Management

This book examines brand management theory in general and provides insights in key factors within brand management which determine whether a brand is truly successful or not. This work presents a general overview of SBM measures, which support companies in establishing their own strategic branding concept. In this context Dove’s campaign to enhance brand value in accordance to brand theory will be examined. The relationship between consumer and Dove as one potential success factor shall be analysed in further depth. Consequently, the following research questions summarise all objectives of this book. They will be analysed in the course of this work. 1. What is the main success factor for a strong brand within the beauty industry? 2. How can a beauty brand create a consumer brand relationship? 3. What are the strengths and weaknesses of Dove’s campaign Real Beauty?