The role of fragrance in the brand personality of consumer products

This paper explores the role of fragrance in defining a brand’s personality at the point of purchase relative to its packaging.

The role of fragrance in the brand personality of consumer products

Maryana Kaplan and Kendra ZarrilliQ Research Solutions, Inc., United States

INTRODUCTION

Louis Cheskin's groundbreaking package research supports the paradigm that the package is the product. Packaging communicates a product's personality and its power in shaping a brand has proven priceless time and again. “The basic concept – that a product's package has an impact on the consumer's perceptions of the product's performance – is as true today as it was 50 years ago when it was first identified” (Deasy, 2000).

A product's package embodies most of...

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