Building Iconic Brands

Diana Derval
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Diana Derval: DervalResearch

Chapter 6 in Designing Luxury Brands, 2018, pp 137-158 from Springer

Abstract: Abstract In this chapter, we dissect the sense of smell and see how brands like Chanel, Maxim’s de Paris, and Montblanc involve celebrities and turn trends into classics, making the most of our biochemical urge to imitate successful individuals. We also use the Influencers’ map to find the right brand ambassadors.

Date: 2018
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Persistent link: https://EconPapers.repec.org/RePEc:spr:mgmchp:978-3-319-71557-5_6

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DOI: 10.1007/978-3-319-71557-5_6

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