Harrison, AndrewScheffler, Nathalie Joana2025-02-142025-02-142024-01-262024-01-17http://hdl.handle.net/10362/178993Comporta 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.engPositioningBrand equityBrand essencePerceptual mapProduct developmentPackagingmaster thesis203864417