Know-How Exchange : Branding

Marketing budgets are often set at 4-8% of overall budget. Don't know the Indian market but one or two things are universal. For example, smell is very personal as we have differently-shaped smell-receptors, so think about how you or agents, partners or licensees can create opportunities to directly experience the smell through scratch & sniff cards or adverts. Who would be able to get the perfume into women's network meetings and other opportunities that allow potential buyers to test the product on their own skin? That's important as our skin oils affect the smell of perfume on individuals.
Once you have built up customers, repeat orders should be easier if you keep in touch, offer vouchers and incentives for referrals too.

I have seen many discussions about 'brand' over the years. May I please add some thoughts here.

A brand needs to be 'built' over time. Many have tried to 'Buy' brand equity, but in the end, the thing that makes the brand strong is 'TIME'. The longer a brand is known and accepted in the market, the more confidence, buyers will have in the brand and the more loyalty you will build.

Marketing a 'Product' is 1 activity.
Developing 'Brand Equity' is another.

Of course they are complementary and each feeds the other over time but I think it is very important to understand what activity you are dong before you start spending your budget.

Is this a new 'BRAND'?
Is it a new 'PRODUCT' under the banner of an existing brand?

For example.

CHANNEL is a BRAND with many many years of loyalty and recognition.

Under the CHANNEL brand - you have many many products including of course various perfumes no. 5 is one. but there are also bags and jewelry and many other CHANNEL branded items.

So which are you spending your budget for?

Are you marketing a BRAND ?

Or a product under the brand banner?

The approach and amounts of mo0ney to spend are very different and the marketing activities to undertake are very different.

I hope that some of these thoughts are helpful for you to re ficus your question.

I am sure you will get many more interesting response if you can re - frame your question.

Good luck,

Matthew

Brand it with an already branded "personality."

Examples:

Shania by Stetson
https://www.shaniabystetson.com/

Britney Spears and Elizabeth Arden
https://www.thaindian.com/newsportal/india-news/britney-to-launch-album-and...

Faith Hill (Coty) and Tim McGraw
https://mimifroufrou.com/scentedsalamander/celebrity_perfumes/

Marketing-Riot