4Introducing the notion of DNA for a perfume brand

A second and more operational definition of the DNA of a brand

We have learned thus far that the marketing mix of a prestige perfume has to be custom designed for the women in affinity with the brand, for the simple reason that these women in affinity are the only ones likely to purchase the new perfume (see Table 3.1). Furthermore, as previously seen, in a metaphoric way, brands can be said even to be ‘ideologically’ opposed to each other. The prestige perfume has to be cognizant of the specific sensitivity of these women who are in affinity, and has to respond to that specific sensitivity. Each woman indeed seeks differentiation by wearing her brand, leading to inevitable variation from person ...

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