Symbolic Perfume Brands in Perception of Consumers

Abstract

It is not today that marketing argues that in a competitive market organizations need to identify and distinguish their offerings and this differentiation is presented to consumers only as a brand. In recent years it has been noted the growing importance attached to the brand as an asset for organizations. It is a product’s component which has gained remarkable attention and, in many cases, has turned into the largest asset of the company. We see a great deal of thinking about the importance of brands for organizations. The challenge for the companies is hot create a brand, but to build a brand that brings meaning and benefits to consumers. These benefits are both functional and symbolic. With the aim of verifying the relation between the symbolic benefits and perfume brands in the perception of consumers, we made an online survey with 200 consumers using the Qualtrics Survey Software, in which was applied a range of symbolism and brand experience already tested by Wolff (2002). The factor analysis resulted in five symbolism factors, namely: experience, prestige, exclusivity, trust/exceeded expectations and status. As a result, the brands perceived as more symbolic were Boticário and Dior.