Suchergebnisse

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

Women have an affinity with the brand of perfume they wear. People often hold strong emotional connections to different scents, such as their mother's perfume or the body spray they wore as a teen. Despite huge marketing budgets, the launches of established brands often fail, despite extensive marketing research and lavish resources. Why is this? This text is a first in the field to recognize that fine fragrance cannot be treated as any other product. With case studies from Jill Sander, Estee Lauder and Dior, this book debunks the classic marketing techniques which often hinder the success of new perfumes. Authored by two leading market researchers, this study analyses the 'five great brands' of the perfume industry and demonstrates how to value perfume lines according to 'brand DNA'. This ground-breaking book will provide students with all the tools of a successful practitioner in the perfume industry. Understanding the Marketing Exceptionality of Prestige Perfumes will prove to be a vital text for any student, specialist or practitioner of luxury marketing looking to understand the fine fragrance market.

Premium by Design is a thoroughly researched, well argued and well presented study that identifies how global business leaders have succeeded in achieving margins by design. Thanks to original tools and processes, this book shows how you might also succeed. It is about better, but reachable and real, products and services. The book features insights from the world of customer science and design research.

This article presents the first in a series of studies on the corruption of various types, assessed through an online experiment known as mind genomics. The data allows for the creation of simple models from regression, showing the part-worth contribution of every element to perceived corruption, and to perceived positive, neutral or negative emotion. The authors use ordinary least squares regression models and advanced data mining techniques to analyze the data and classify the users accordingly. They present the results from four countries (Albania, Hungary, India, and the USA), looking at the linkages between corruption by country, and by other factors such as social class. Based on the collected data a model is generated for each group (country, type of person), showing how the person in the group is likely to call a description 'corrupt,' and how each particular element from the set of 20 elements related to education adds or subtracts to that basic proclivity to call a situation or behavior corrupt.