Assignment Rubric As our book touches on this week, brand identity plays an important role in positioning products and companies in the minds’ of consumers.

Assignment Rubric As our book touches on this week, brand identity plays an important role in positioning products and companies in the minds’ of consumers. In gaining a deeper appreciation for the importance of developing a positive brand identity and related marketing strategy, you are going to focus on the globally recognized personal care products of Dove® and will address questions related to a real-world case study on the Brand. For starters, you can discover more about the Brand by going to their website at the following address: www.dove.com You will then learn more about the marketing and branding challenges of Dove, by reading the case study on page 224 – 225 of our ebook. Once you do this and complete your additional outside research, address the following questions: (please note the questions here are slightly different than those in the ebook and you should only address the questions that follow here.

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