A Fragrance Brand's Image And Scent Test Results
Understanding and interpreting the balance between the two based on demographic segmentation
Timra L. Carlson NDP BeautyTrendsNatalie Granik Seidman NDP BeautyTrends
Objectives
This objective is to outline a brand management framework based on equity measures and blind scent measures that empowers managers to identify threats and opportunities, strengths and weakness in their fragrance portfolios. To this end, particular emphasis is placed on measuring the congruence between a fragrance brand's...