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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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Resumo: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.
Autores principais:Scheffler, Nathalie Joana
Assunto:Positioning Brand equity Brand essence Perceptual map Product development Packaging
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

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