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.
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