Abstract:
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.
Research Papers
Smelly business
Catalogue: Fragrance 2007
Author: Nigel Hollis
Company: KANTAR TNS Malaysia
November 14, 2007
Research Papers
Using consumers to create collective genius!
Catalogue: Fragrance 2007
Authors: Barbara Busch, Barbara Preyssas
 
November 14, 2007
Research Papers
Back on track
Catalogue: Congress 2007: Excellence
Authors: John S. Pawle, Jaroslav Cir, Simon Patterson
Companies: Unilever, QRi Consulting Ltd.
September 19, 2007
