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Building Iconic Brands

  • Diana Derval
Chapter
Part of the Management for Professionals book series (MANAGPROF)

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.

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Copyright information

© Springer International Publishing AG, part of Springer Nature 2018

Authors and Affiliations

  • Diana Derval
    • 1
  1. 1.DervalResearchAmsterdamThe Netherlands

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