2The principle of affinity and DNA of a brand

By having moved away from a policy that we might call ‘transcendent intuition’ toward the more prosaic policy of marketing management, some prestige perfume brands experienced a gruesome fate, and at the same time other prestige perfume brands grew and flourished.

Before we jump into the main topic, a quick overview of the evolution of these brands from the ‘epic era’ to the ‘management era’, whether with positive or negative outcomes, provides us with a useful introductory education. We introduce the intuitive principles of the ‘affinity’ that a woman can experience toward a perfume brand, and then define ‘the DNA of a perfume brand’.

Affinity is a metaphor for the proximity that a woman can feel ...

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