Beeke, Carolin2024-12-022024-12-022024-01-172024-01-17http://hdl.handle.net/10362/176092Comporta 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.engBrand managementMarketing strategyOpportunity identificationCompetitive analysismaster thesis203680103