October 2008
Intermediate to advanced
512 pages
14h 27m
English
Oliver Engels is the European brand director for Dove, which is one of the key brands for Unilever. Unilever innovates at the global level through global innovation centers that drive the strategic brand development for Dove. The global team provides the regions with communication and marketing mix. Engels ensures that the innovations and the marketing mixes that are provided by the global teams meet the needs of Europe. The goal is to develop value propositions and consumer benefits that work globally but can be adjusted locally.
When you think about Dove, the essence of the brand is honest beauty. The brand value for Dove has been, since its infancy, to produce products ...