real

brand values:

natural • confident • friendly • comfortable • down to earth

Real beauty. Real women.

Dove calls upon women to regain their confidence

and feel beautiful, no matter what their age, race,

shape, or size. Its models are real women, who exude

confidence and strength. They are all beautiful, yet

they defy the beauty industry standards. Rather than

perpetuating the beauty myth, Dove promotes a

healthy lifestyle and taking care of one’s self.

brand as an ORGANIZATION brand as a SYMBOL

Unilever

•American • Unconventional• Inspires confidence•

Controversial•

brand as a PRODUCT brand as a PERSON

Confident

Friendly

Happy

Warm

Inclusive

Independent

Down to earth

BRAND IDENTITY PRISM

Physique

Relationship

Reflection

Personality

Culture

Self-image

Confident

Friendly

Natural

Inclusive

Confident

Clean

Natural

Beauty bar

Soft colors

Dove symbol

Round shaped packaging

American

Soft skin

Down to earth

Accepted

Beautiful

Inspired

Inspires women to

take care of

themselves and feel

beautiful every day

distant

brand values:

earthy• modern • artsy • simple • confident

Prada is the essence of affluent functionality coupled

with ultramodern sleek designs

Prada utilizes ultramodern sleek designs to create a

discrete, yet feminine look. This quirky and

provocative style speaks of confidence without being

too revealing. The brand juxtaposes gender roles as

the Prada man seems very feminine, while the Prada

woman seems very serious, almost aggressive

brand as an ORGANIZATION brand as a SYMBOL

• Italian • Feminine • Modern • Refined • Luxurious

brand as an PRODUCT brand as a PERSON

Affluent

Distant

Artsy

Quirky

Mysterious

BRAND IDENTITY PRISM

Physique

Relationship

Reflection

Personality

Culture

Self-image

Artsy

Distant

Confident

Understated

Forward thinking

Quirky

Refined

Ultra Modern

Opulent fabrics

Modern style

Earthy tones

Clean lines

Italian

Modern

Feminine

Leather goods

Status symbol

“Rive-Gauche”

Functional

Practical

Fashionable