Understanding the Marketing Exceptionality of Prestige Perfumes

Tables

3.1 Purchase sorted by affinity versus absence of affinity to seven brands in France and in the US: Armani, Chanel, Chloé, Christian Dior, Guerlain, Thierry Mugler and Yves Saint Laurent

3.2 Brand strength measured by the percentage of perfume buyers ‘in affinity’ with the brand

3.3 US list

3.4 Question B

3.5 Awareness and affinity (number of brands)

5.1 Silo 1 (aimed target: to which the brand is entitled to address)

5.2 Silo 2 (positioning bestowed by the perfume on its wearer)

5.3 Silo 3 (promises/message that the brand is entitled to convey)

5.4 Silo 4 (the product benefits that the brand should offer)

5.5 Silo 5 (the advertising tones that the brand can resort to)

5.6 Silo 6 (setting/mood of the brand)

5.7 Silo 7 (type of femininity ...