Understanding the Marketing Exceptionality of Prestige Perfumes

6Valuing perfume lines according to specific criteria of brand DNA

Principle

It should become increasingly apparent that a brand is not ‘free’ to launch just any kind of perfume line. Good practice dictates that the brand should release perfumes which mesh with its DNA in order to have a chance to succeed. By ‘succeed’ we mean that the perfume should prompt desire for purchase by the typical purchaser – namely, the woman in affinity with the brand, the woman who accepts its value, and who is sensitive to its style. Through a practical knowledge of the brand DNA, the brand managers and their team are afforded an actionable guideline to create their new perfumes.

Paying attention in order to stay within the legitimate territory of its brand is ...