The image of the perfume brand : Clive Christian

Résumé du document

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.

Extraits

[...] B6 Competition The association of customers with competitive brands of Annick Goutal, Bond No 9 and Caron Poivre within the resonance of customer-based brand equity pyramid presents the difference in salience with a brand name Clive Christian, because just it can be called the most expensive perfume in the world, and gain the title of Imperial Majesty perfume what gave an excellent imagery. Performance of the competitor's brands is approximately the same because all of their perfumes are made with finest products. Judgments of all of them are gained maximum quality for the customer and feelings of exclusivity help to polish it. [...]

[...] Every detail gave them all the more precious. And precious is exactly the term that best identifies Clive Christian. Each bottle of Clife Cristian has ten uniqe features: 1. crown; 2. diamonds; 3. special edition fragrances; 4. crystal stopper bottle; 5. durability up to 24 hours; 6. [...]

[...] The distribution of these perfumes is very small because of their important image and luxury packaging. Through perfume boutiques and through official dialers can be realized distribution, moreover customer can buy these perfumes through the official web page of the companies and shipped it worldwide. B Brand exploratory B1 Customer knowledge Clive Christian has used its history and tradition of excellence and uniqueness along with innovation to become the most powerful and recognized brand of luxury perfume around the world. [...]

[...] Martinez says that the image of the perfume is incredible, because of the rich history and events which had Clive Christian. He told, that the bottle of perfume had been founded in the legend ship and the queen of England Elizabeth named her favorite perfume as Clive Christian No 1. As Mr. Martinez sad: advantage of niche market where is presented Clive Christian is that just small amount of people in the world recognize this perfume and is not counterfeited and don´t sold on the street¨ B2 Mental Map Consumer brand associations for Clive Christian might be ´snobby´, `prestigious´, `exclusive `elegant´. [...]

[...] In 2000 Crown was bought once more, this time by English millionaire, and posh furniture maker, Clive Christian. He closed down the boutiques and cut the Crown range to eight scents, four each for men and women, entitled Number One, X and 1872 (the year Crown was founded) Sadly, Mr. Christian chose to throw away 130 years of history and discontinue the remaining eight Crown scents. His own scents are still available in very similar bottles to Crown one and have excellent excess into the high societies all over the world. [...]