Understanding The Marketing Exceptionality Of Prestige Perfumes

Women have an affinity with the brand of perfume they wear. People often hold strong emotional connections to different scents, such as their mother’s perfume or the body spray they wore as a teen. Despite huge marketing budgets, the launches of established brands often fail, despite extensive marketing research and lavish resources. Why is this? This text is a first in the field to recognize that fine fragrance cannot be treated as any other product. With case studies from Jill Sander, Estee Lauder and Dior, this book debunks the classic marketing techniques which often hinder the success of new perfumes. Authored by two leading market researchers, this study analyses the ‘five great brands’ of the perfume industry and demonstrates how to value perfume lines according to ‘brand DNA’. This ground-breaking book will provide students with all the tools of a successful practitioner in the perfume industry. Understanding the Marketing Exceptionality of Prestige Perfumes will prove to be a vital text for any student, specialist or practitioner of luxury marketing looking to understand the fine fragrance market.

Women have an affinity with the brand of perfume they wear. People often hold strong emotional connections to different scents, such as their mother’s perfume or the body spray they wore as a teen. Despite huge marketing budgets, the launches of established brands often fail, despite extensive marketing research and lavish resources. Why is this? This text is a first in the field to recognize that fine fragrance cannot be treated as any other product. With case studies from Jill Sander, Estee Lauder and Dior, this book debunks the classic marketing techniques which often hinder the success of new perfumes. Authored by two leading market researchers, this study analyses the ‘five great brands’ of the perfume industry and demonstrates how to value perfume lines according to ‘brand DNA’. This ground-breaking book will provide students with all the tools of a successful practitioner in the perfume industry. Understanding the Marketing Exceptionality of Prestige Perfumes will prove to be a vital text for any student, specialist or practitioner of luxury marketing looking to understand the fine fragrance market.

Discover the secrets to successful luxury brand management with this bestselling guide written by two of the world's leading experts on luxury branding, Jean-Noël Kapferer and Vincent Bastien, providing a unique blueprint for luxury brands and companies. Having established itself as the definitive work on the essence of a luxury brand strategy, this book defines the differences between premium and luxury brands and products, analyzing the nature of true luxury brands and turning established marketing 'rules' upside-down. Written by two world experts on luxury branding, The Luxury Strategy provides the first rigorous blueprint for the effective management of luxury brands and companies at the highest level. This fully revised second edition of The Luxury Strategy explores the diversity of meanings of 'luxury' across different markets. It rationalizes those business models that have achieved profitability and unveils the original methods that were used to transform small family businesses such as Ferrari, Louis Vuitton, Cartier, Chanel, Armani, Gucci, and Ralph Lauren into profitable global brands. Now with a new section on marketing and selling luxury goods online and the impact of social networks and digital developments, this book has truly cemented its position as the authority on luxury strategy.

This volume is for students and scholars of intellectual property law, practitioners seeking creative arguments from across the field, and policymakers searching for solutions to changing social and technological issues. The book explores the tensions between two fundamentally competing demands made of IP law.

"Strategic Brand Management" deals with the concept and practice of brand management in its totality. The new edition is packed with fresh examples and case studies of brands from throughout the world, and pays particular attention to the development of global brands. Three new chapters have been included which concentrate on the life span of brands by looking at: the sources of challenges to brand equity; factors which dictate a brand's life expectancy; and revitalisation strategies for declining brands. More attention is now given to multi-brand strategies and there is a new chapter on the growing practice of merging brands. Given the increasing attention paid to brands by the business to business sector, the service sector and producers of luxury goods, much more reference is made to these markets.

"Tobacco has been pervasive in China almost since its introduction from the Americas in the mid-sixteenth century. One-third of the world's smokers--over 350 million--now live in China, and they account for 25 percent of worldwide smoking-related deaths. This book examines the deep roots of China's contemporary "cigarette culture" and smoking epidemic and provides one of the first comprehensive histories of Chinese consumption in global and comparative perspective"--Publisher's description.

In clear, impassioned prose, Enrico Manicardi analyzes the evils of our age from their genesis. This or that economic, technological or cultural model is not to blame for our current crisis; the blame lies with economics, technology and culture as such. It is the ideology of fear that makes us afraid. It is the mentality of domination that jeopardizes all of our relationships. In short, the problem is civilization. Through its oppressive classes, values and processes that pervade everyone's life, civilization domesticates us, weakens our perceptiveness and distances us from the living world. We must radically change our way of thinking, feeling and behaving before it's too late-we must dam the flood of devitalization that is washing over us, and return to our wilder natures, both inside and outside ourselves. Manicardi's appeal is crystal clear: if we are to survive we must begin to search inside ourselves, not to celebrate the distant past as if it were a cult, but to return to ourselves, to grip life with our own two hands, and build upon that earlier ecocentric conscience which once held the place of the egocentric conscience now leading us astray. Enrico Manicardi was born in 1966 and is a member of La Scintilla, the Society for Libertarian Culture of Modena. A lawyer and founder of the antiauthoritarian media project "Infection," he has also played guitar and written music for an eponymous band since the 1980s. His lifelong wish has been to live in a free, radically off-kilter, ecologically sound world, one characterized by warm, spontaneous, non-hierarchical relationships rather than those consecrated by the cult of technology. Troubled by the way people have succumbed to a civilization that estranges, domesticates and regulates everything and everyone, he continues to protest against the modern world's project to enslave us. This book augurs the rise of an increasingly harmonious chorus loud enough to put an end to that project.