Drawing on relevant socio-cultural perspective on identity and self, critically analyze the Dove Real Beauty campaign.

The word limit is 2000 words
Assignment brief:
Drawing on relevant socio-cultural perspective on identity and self, critically analyze the Dove Real Beauty campaign. In relation to this campaign, discuss the relationship between brands and identity, and its implications for consumers attitudes and decision-making.
Assignment Guidelines:
For this assignment, you will need to write a reliable, scientific essay. This means you must present a credible and persuasive argument based on published academic research and practice. It is acceptable – or even good – to have an opinion of your own, but it must be backed up by evidence. You should not make any subjective or unsupportable claims in your essay, and the objective claims must be accompanied by citations.
Your essay must be in the Harvard style of formatting and referencing; it must include a references section at the end.
There are two parts to this essay:
First, you have to critically analyse the Dove – Real Beauty campaign (http://www.dove.us/Social-Mission/campaign-for-real-beauty.aspx) using the relevant theories explored in the class (ad hoc week 4 and week 5 lectures). Second, drawing on this example, you have to discuss the role of brands in relation to identity construction, and its implication for consumers attitude and decision-making.
Keep in mind to back your argument with academic literature.
You are also encouraged to do extra research on the Doves campaign and other similar campaigns.
Some Suggested Reading:
Cindy Chan, Jonah Berger and Leaf Van Boven (2012). Identifiable but Not Identical: Combining Social Identity and Uniqueness Motives in Choice. Journal of Consumer Research, 561-573

M.R. Sirgy (1983) Self-Concept in Consumer Behavior: A Critical Review. Journal of Consumer Research, 9: 287-300.

Aron, A., Aron, E. N., Tudor, M., & Nelson, G. (1991). Close relationships as including other in the self. Journal of Personality and Social Psychology, 60(2), 241253.
Belk, R.W. (2013). Extended Self in a Digital World. Journal of Consumer Research, 40: 477-500.
Cova, B., & Pace, S. (2006). Brand community of convenience products: new forms of customer empowerment the case my Nutella The Community. European Journal of Marketing, 40(9/10), 10871105.
Muniz, A. M., & OGuinn, T. C. (2001). Brand Community. Journal of Consumer Research, 27(4), 412432.
Reimann, M., Castao, R., Zaichkowsky, J., & Bechara, A. (2012). How we relate to brands: Psychological and neurophysiological insights into consumerbrand relationships. Journal of Consumer Psychology, 22(1), 128142.
JAEHWAN KWON, DHANANJAY NAYAKANKUPPAM (2015) Strength without Elaboration: The Role of Implicit Self-Theories in Forming and Accessing Attitudes. Journal of Consumer Research, 42: 316-339.