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The image of the perfume brand : Clive Christian

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Language
documents in English
Format
Word
Type
case study
Pages
9 pages
Level
Advanced
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  1. Brand inventory
    1. History
    2. Product-related attributes
    3. Brand portfolio
    4. Brand equity drivers: communications, pricing, distribution
    5. Competition
  2. Brand exploratory
    1. Customer knowledge
    2. Mental Map
    3. Sources of brand equity
    4. The customer-based brand equity pyramid (CBBE)
    5. Challenges
    6. Competition
  3. Recomendations

Clive Christian's brand image has been maintained through communications focused on the product's exclusive imagery, high quality, premium prices and limited distribution all over the world. From the beginning, Clive Christian has displayed its high quality perfume through special production called Niche perfumery, alternative to mass perfume production. Clive Christian is limited by the clientele and therefore with a limited sale range, thus, the goal is not to sell as much as possible, but to sell exclusively. Clive Christian promotes it's products through luxury events and clippings in magazines; moreover the owner of these luxury magazines publishes the perfume in order to raise the importance of his magazine. Clive Christian also distinguishes itself through it's price strategy.

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