SCENTED BRANDING: THE CASE OF CHANEL N°5

Toma Sorin-George
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Toma Sorin-George: FACULTY OF BUSINESS AND ADMINISTRATION, UNIVERSITY OF BUCHAREST, BUCHAREST, ROMANIA

Annals - Economy Series, 2024, vol. 6I, 161-166

Abstract: In a highly competitive global business environment, attracting and retaining customers represents a key objective for any business organization, irrespective of its size and domain of activity. This is why branding, a marketing concept, constitutes a powerful tool for a company in order to face today’s tougher competition. This study aims to briefly define the concept of branding and illustrate the successful story of Chanel N°5, a famous perfume brand. In this respect, the author used a qualitative research method. The paper shows that successful branding plays an important role in obtaining remarkable business performances. As one of the most selling perfume worlwide, Chanel N°5 has remained since its emergence one of the most renowned fragrances for women launched under the brand of Chanel.

Keywords: branding; brand; Chanel N°5; Coco Chanel (search for similar items in EconPapers)
Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:cbu:jrnlec:y:2024:v:6i:p:161-166

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