There is a need to better measure the insights and emotional expectations of today's 'bionic' consumers. Recognizing the Fragrance Industry need to evolve from a functional to emotional paradigm for building brand identities, Brand Keys and Mirror Group Newspapers have developed an engagement-based assessment that now provides Fragrance Marketers with the ability to predictively link consumer values and sustainable brand identities to fragrances. The methodology was applied to three fragrances among four audiences in New York and London.
Author: Barbara Busch
December 1, 1996
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