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How to launch and position the master & apprentice brand as a recognised high level perfume brand? - Brand strategy development
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| 1.88 MB | Adobe PDF |
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Resumo(s)
Comporta Perfumes, founded in 2017 and known for its luxury fragrances, launched its
exclusive 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 Business 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.
Descrição
Palavras-chave
Positioning Brand strategy Marketing mix Implementation