A scientific explanation of the role of fragrance in branding

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Author(s): David Thomson
Collection: Fragrance 2007
Keywords: Brand Research

ESOMAR Best Paper Award 2007/2008
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According to marketing guru Philip Kotler…… 'most products now come across as interchangeable commodities rather than powerful brands'.

This has happened because consumer goods’ brands, in particular, have failed to evolve and develop emotional equities, allowing them to fall easy prey to retailers’ brands.

This paper provides a scientific explanation of why and how and fragrance can be used to reinforce or redefine the emotional equities of brands. It also describes a practical research process for emotional profiling of fragrances.

Date of publication: 14.11.2007
ISBN: 92-831-0213-4
Order Code: S235_02
Number of pages: 20

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