A scientific explanation of the role of fragrance in branding

Date of publication: November 14, 2007

Catalogue: Fragrance 2007


Author: David Thomson


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.

David Thomson


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Research Papers

Smelly business

Catalogue: Fragrance 2007

Author: Nigel Hollis

Company: KANTAR TNS Malaysia

November 14, 2007

Research Papers

Research Papers

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