An Analytical Study of Success Factors Influencing The Brand Dove

The current research is expected to examine the primary success drivers of Dove brand in the extremely competitive personal care market. The research aims at finding out how purpose-based marketing, specifically the campaign of Real Beauty has promoted consumer perception, brand trust and buying intentions. A structured questionnaire was used in collecting primary data and a total of 100 respondents were used, and secondary data was obtained in the form of journals, as well as research articles. Analysis was performed by use of statistical tools like percentage analysis, average score, Chi-square, and ANOVA. The results indicate that the emotional branding used by Dove, its directional messaging and quality of its products is an important factor of developing brand equity and consumer loyalty in the long-term.