Understanding the Marketing Exceptionality of Prestige Perfumes

chapter 1 Moving from a luxury market to a ‘mass-luxury’ market -- chapter 2 The principle of affinity and DNA of a brand -- chapter 3 Motivations for buying a prestige perfume -- chapter 4 Introducing the notion of DNA for a perfume brand -- chapter 5 Discovering and pinpointing the brand DNA of five great perfume brands -- chapter 6 Valuing perfume lines according to specific criteria of brand DNA -- chapter 7 A case study to explicate the method -- chapter 8 How to develop a second/third (or further) perfume of a brand -- chapter 9 Inside the mind – expectations about one’s perfume -- chapter 10 About the niche brands -- chapter 11 What we should keep in mind regarding prestige perfumes -- chapter 12 The mass-market perfumes -- chapter 13 About body sprays -- chapter 14 Summary of the rules for each of the three perfume categories.