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Why Longevity Wins - The Dove Blueprint for Long-Term Marketing Success

Tserenbat, Undral LU ; Lee Alm, Daniel LU and Kusche, Fiona LU (2024) In LBMG Strategic Brand Management - Masters Paper Series BUSN21 20242
Department of Business Administration
Abstract
Purpose: To understand the key principles that enable brands to construct long-term marketing campaigns, helping communicate, maintain, and build brand identity.
Design/Methodology: This study uses a case study approach by conducting content analysis of Dove’s 20-year self-esteem campaign. The analysis is supplemented by a qualitative survey of Dove’s Nordic brand management team in order to contextualise and better understand our findings.
Research Question: What key principles enable brands, like Dove, to build and sustain long-term marketing campaigns that shape brand identity?
Findings: The research identifies several key principles which guide a brands long-term marketing campaign in order to communicate and shape their brand... (More)
Purpose: To understand the key principles that enable brands to construct long-term marketing campaigns, helping communicate, maintain, and build brand identity.
Design/Methodology: This study uses a case study approach by conducting content analysis of Dove’s 20-year self-esteem campaign. The analysis is supplemented by a qualitative survey of Dove’s Nordic brand management team in order to contextualise and better understand our findings.
Research Question: What key principles enable brands, like Dove, to build and sustain long-term marketing campaigns that shape brand identity?
Findings: The research identifies several key principles which guide a brands long-term marketing campaign in order to communicate and shape their brand identity, these key principles include: Adaption to market trends, Internal alignment, Emotional resonance, and Consistency in communication & purpose
Research limitations/implications: The focus on a single brand (Dove) may limit the generalizability of the findings across other industries and markets. Future research should investigate other brands and sectors to broaden the understanding of how different market dynamics impact long-term campaign success.
Theoretical implications: The study contributes to brand management theory by exploring how consistent, long-term campaigns reinforce a brand’s identity and positioning while navigating changing consumer expectations.
Practical implications: This paper suggests that managers should prioritise data-driven strategies to adapt campaigns to evolving market trends and consumer insights, ensuring the brand remains relevant while strengthening its identity. Additionally, by focusing on emotional storytelling, aligning internal culture with brand values, and maintaining consistent messaging, managers can build authentic, trust-based relationships with consumers, fostering long-term brand identity
Originality/Value: This paper lies in its focus on the principles of long-term marketing campaigns that build brand identity, a topic often overshadowed by studies on short-term effects or brand equity. By utilising the Corporate Brand Identity Matrix and analysing Dove’s Real Beauty campaign, this paper addresses a research gap by providing insights into how sustained messaging shapes brand identity over time.

Paper type: Journal Paper (Less)
Please use this url to cite or link to this publication:
author
Tserenbat, Undral LU ; Lee Alm, Daniel LU and Kusche, Fiona LU
supervisor
organization
course
BUSN21 20242
year
type
L3 - Miscellaneous, Projetcs etc.
subject
keywords
Keywords: long-term marketing campaigns, brand identity, brand positioning, consumer trust, emotional resonance, corporate brand identity matrix, Dove, branding strategy, brand loyalty.
publication/series
LBMG Strategic Brand Management - Masters Paper Series
language
English
id
9177705
date added to LUP
2024-11-12 11:48:15
date last changed
2024-11-12 11:48:15
@misc{9177705,
  abstract     = {{Purpose: To understand the key principles that enable brands to construct long-term marketing campaigns, helping communicate, maintain, and build brand identity.
Design/Methodology: This study uses a case study approach by conducting content analysis of Dove’s 20-year self-esteem campaign. The analysis is supplemented by a qualitative survey of Dove’s Nordic brand management team in order to contextualise and better understand our findings.
Research Question: What key principles enable brands, like Dove, to build and sustain long-term marketing campaigns that shape brand identity?
Findings: The research identifies several key principles which guide a brands long-term marketing campaign in order to communicate and shape their brand identity, these key principles include: Adaption to market trends, Internal alignment, Emotional resonance, and Consistency in communication & purpose
Research limitations/implications: The focus on a single brand (Dove) may limit the generalizability of the findings across other industries and markets. Future research should investigate other brands and sectors to broaden the understanding of how different market dynamics impact long-term campaign success.
Theoretical implications: The study contributes to brand management theory by exploring how consistent, long-term campaigns reinforce a brand’s identity and positioning while navigating changing consumer expectations.
Practical implications: This paper suggests that managers should prioritise data-driven strategies to adapt campaigns to evolving market trends and consumer insights, ensuring the brand remains relevant while strengthening its identity. Additionally, by focusing on emotional storytelling, aligning internal culture with brand values, and maintaining consistent messaging, managers can build authentic, trust-based relationships with consumers, fostering long-term brand identity 
Originality/Value: This paper lies in its focus on the principles of long-term marketing campaigns that build brand identity, a topic often overshadowed by studies on short-term effects or brand equity. By utilising the Corporate Brand Identity Matrix and analysing Dove’s Real Beauty campaign, this paper addresses a research gap by providing insights into how sustained messaging shapes brand identity over time.

Paper type: Journal Paper}},
  author       = {{Tserenbat, Undral and Lee Alm, Daniel and Kusche, Fiona}},
  language     = {{eng}},
  note         = {{Student Paper}},
  series       = {{LBMG Strategic Brand Management - Masters Paper Series}},
  title        = {{Why Longevity Wins - The Dove Blueprint for Long-Term Marketing Success}},
  year         = {{2024}},
}