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How to launch and position the master & apprentice brand as a recognised high level perfume brand? - Literature review & product development and packaging
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| 2.02 MB | Adobe PDF |
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Comporta Perfumes, founded in 2017 and known for its luxury fragrances, launched its exclu sive Master & Apprentice (M&A) Collection in 2022. This line, the result of a collaboration
between an experienced perfumer and an apprentice, is now to be repositioned in the niche
perfume market as an independent brand. Five master’s students from the Nova School of Busi ness and Economics are developing a strategic plan for the rebranding. This thesis explains
strategies for the new brand, with a focus on differentiation, storytelling, and exclusivity.
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Positioning Brand equity Brand essence Perceptual map Product development Packaging