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Desсrіption 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?.