Understanding the Marketing Exceptionality of Prestige Perfumes

Moving from a luxury market to a "mass luxury" market -- The principle of affinity and DNA of a brand -- Motivations for buying a prestige perfume -- Introduction the notion of DNA for a perfume brand -- Discovering & pinpointing the brand DNA of five great perfume brands -- Valuing perfume lines according to the specific criteria of the brand DNA -- A case study to explicate the method -- How to develop a second/third (or further) perfume of a brand -- Inside the mind : expectations about one's perfume -- About the niche brands -- What we should keep in mind regarding prestige perfumes -- The mass market perfumes -- About body sprays -- Summary of the rules for each of the three perfume categories -- Index

• | Author: Nithda Horoszko, David Moskowitz, Howard Moskowitz
• | Publisher: Routledge
• | Publication Date: Mar 27, 2018
• | Number of Pages: 188 pages
• | Language: English
• | Binding: Hardcover/Business & Economics
• | ISBN-10: 1138580783
• | ISBN-13: 9781138580787