Publicação
How to launch and position the master & apprentice brand as a recognized high-level perfume brand: situation analysis
| Resumo: | 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 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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| Autores principais: | Schubert, Jule Carla Jo Tanis |
| Assunto: | Brand management Marketing strategy Brand differentiation Strategic market positioning Luxury fragrance branding Storytelling Craftmanship Niche perfume market |
| Ano: | 2024 |
| País: | Portugal |
| Tipo de documento: | dissertação de mestrado |
| Tipo de acesso: | acesso aberto |
| Instituição associada: | Universidade Nova de Lisboa |
| Idioma: | inglês |
| Origem: | Repositório Institucional da UNL |
| Resumo: | 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 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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