Abstract:
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.
Research Papers
Touching smells, sniffing colours, tasting odours
Catalogue: Fragrance 2007
Authors: Alan Branthwaite, Luigi Toiati
Company: Focus S.r.L.
November 14, 2007
Research Papers
The fragrance cocktail
Catalogue: Fragrance 2009: The Trends Mistral
Author: Frédéric Miedzinski
Company: Open Air
June 26, 2009
Research Papers
Accident, fact or fiction?
Catalogue: Seminar 1996: Capturing The Elusive Appeal Of Fragrance
Author: Barbara Busch
 
December 1, 1996
