Managing Brand Image in the Digital Era: A Strategic Analysis of Dove’s Advertising Controversy and Recovery Strategy

Dove’s 2017 advertising incident, which sparked widespread debate regarding perceived cultural insensitivity, highlighted a disconnect between the brand’s “Real Beauty” positioning and public reception. In response, this study proposes a strategic digital recovery framework, including revised campaign content, transparent communication through social media, and data-driven customer segmentation based on diverse skincare needs and cultural backgrounds. A PESTLE analysis underscores the importance of digital transformation and rising social consciousness in brand management. Findings suggest that inclusive messaging, precision targeting, and omnichannel digital engagement are key to restoring brand trust and reputation in the digital landscape.