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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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