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Scented Branding: The Case Of Chanel N°5

Author

Listed:
  • TOMA SORIN-GEORGE

    (FACULTY OF BUSINESS AND ADMINISTRATION, UNIVERSITY OF BUCHAREST, BUCHAREST, ROMANIA)

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.

Suggested Citation

  • Toma Sorin-George, 2024. "Scented Branding: The Case Of Chanel N°5," Annals - Economy Series, Constantin Brancusi University, Faculty of Economics, vol. 6, pages 161-166, December.
    • Handle: RePEc:cbu:jrnlec:y:2024:v:6i:p:161-166
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    References listed on IDEAS

    as
    1. Sorin-George Toma, 2012. "A Pilot Study on the Relationships Among Organizational Learning, Change, and Sustainability in a Responsible Romanian Higher Education Institution," The AMFITEATRU ECONOMIC journal, Academy of Economic Studies - Bucharest, Romania, vol. 14(32), pages 420-435, June.
    2. Sorin-George I. TOMA & Anca BRATU & Marin BURCEA, 2013. "When Business Strategy Meets Creativity," Network Intelligence Studies, Romanian Foundation for Business Intelligence, Editorial Department, issue 2, pages 148-153, October.
    3. Catalin GRADINARU & Sorin-George TOMA, 2017. "The Extended Marketing Mix: The Case Of El Celler De Can Roca," Contemporary Economy Journal, Constantin Brancoveanu University, vol. 2(3), pages 219-227.
    4. Sorin George Toma, 2005. "Fordism, Postfordism and Globalization," The AMFITEATRU ECONOMIC journal, Academy of Economic Studies - Bucharest, Romania, vol. 7(17), pages 135-138, April.
    5. Sorin George Toma, 2006. "From quality to the corporate social responsibility," The AMFITEATRU ECONOMIC journal, Academy of Economic Studies - Bucharest, Romania, vol. 8(20), pages 145-149, June.
    6. Cosmin-Ionu? Imbriscã & Sorin-George Toma, 2020. "Social Responsibility, a Key Dimension in Developing a Sustainable Higher Education Institution: The Case of Students’ Motivation," The AMFITEATRU ECONOMIC journal, Academy of Economic Studies - Bucharest, Romania, vol. 22(54), pages 447-447, April.
    7. Cătălin Grădinaru & Sorin-George Toma & Ștefan Catană & Gabriela Andrișan, 2020. "A view on transformational leadership: The case of Jeff Bezos," Manager Journal, Faculty of Business and Administration, University of Bucharest, vol. 31(1), pages 93-100, December.
    8. Ștefan CATANĂ & Cătălin V. GRĂDINARU & Sorin-George I. TOMA, 2020. "Sam Walton, A Visionary Entrepreneur," Network Intelligence Studies, Romanian Foundation for Business Intelligence, Editorial Department, issue 16, pages 113-117, December.
    Full references (including those not matched with items on IDEAS)

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