This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies.
This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context.
Many luxury brands deploy brand extension strategies to add fragrances to their product portfolio. To succeed, firms must ensure a close fit between parent brand and extension so that the brand quality remains consistent. It is equally imperative that marketers are aware that consumers are more motivated to purchase fragrances for the emotional value they provide rather than for their functionality.
The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format.
