Scented Branding: the Case of Chanel N°5
Year: 2024
Type: article
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.
Author: TOMA SORIN-GEORGE
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: green
OpenAlex ID: W7061942820
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