AgendaAgenda

Brand Elements

Brand Associations

Brand Awareness

Brand Image

Brand Relationships

Brand Personality

Brand Values

Brand ElementsBrand Elements

o French for “I Love”o Scent: Ylang Ylang from

the Comoros, Damask Roses, undertones of Sambac Jasmine and Sandalwood

o Color: Goldo Slogan: “J’adore Dior”o Charlize Theron

o French for “I Love”o Scent: Ylang Ylang from

the Comoros, Damask Roses, undertones of Sambac Jasmine and Sandalwood

o Color: Goldo Slogan: “J’adore Dior”o Charlize Theron

Brand ElementsBrand Elements

o French for “Treasure”o Scent: peach, apricot

blossom, muguet, lilac and rose

o Colors: Peach & blacko Slogan: “Love is a

Treasure”o Kate Winslet

o French for “Treasure”o Scent: peach, apricot

blossom, muguet, lilac and rose

o Colors: Peach & blacko Slogan: “Love is a

Treasure”o Kate Winslet

AssociationsAssociations

GoldSophisticated

Charlize

Sexy

Feminine

Luxury Glamorous

OldRomantic

FeminineFragile

MomentsTreasure Timid

Secondary AssociationsSecondary AssociationsJ’adoreJ’adoreo Fashiono Haute coutureo Beautyo Traditiono Luxuryo Elegance

o Fashiono Haute coutureo Beautyo Traditiono Luxuryo Elegance

TrésorTrésor

o Romanceo Loveo Sweeto Fragile femininity

o Romanceo Loveo Sweeto Fragile femininity

Brand Awareness

Brand Awareness

Recall&

Recognition

Recall&

Recognition

57% J’adore0% Trésor

57% J’adore0% Trésor

Brand RecallBrand Recall

Brand RecognitionBrand Recognition

Brand ImageBrand Image

Projective TechniquesProjective

Techniques

Job, magazine, location, era

Young, professional, fashion-

forward, sexy

Paris/ NY/ Montreal

Job, magazine, location, era

Young, professional, fashion-

forward, sexy

Paris/ NY/ Montreal

Dior- J’adore -

Dior- J’adore -

Projective TechniquesProjective

Techniques

Boring, conservative, olderLocation:

Not-exciting: Ottawa, UtahRetirement places: Florida,

Palm Springs

Boring, conservative, olderLocation:

Not-exciting: Ottawa, UtahRetirement places: Florida,

Palm Springs

Lancôme- Trésor-Lancôme- Trésor-

Brand Relationships

Brand Relationships

- Favorite perfume –Committed marriage

Open relationshipSecret affair

- Favorite perfume –Committed marriage

Open relationshipSecret affair

- J’adore –

Consider datingFling

- J’adore –

Consider datingFling

- Trésor –

Future relationships“When I’m much older”

- Trésor –

Future relationships“When I’m much older”

VSVS

Brand Personality

Dior J’adore

Brand Personality

Dior J’adore

Family memberexercise

Hot older sister/cousinMom/cougar trying to

stay youngTypical userFast paced life, sophisticated

goes out oftenspends money on

looking good

Family memberexercise

Hot older sister/cousinMom/cougar trying to

stay youngTypical userFast paced life, sophisticated

goes out oftenspends money on

looking good

Brand PersonalityTrésor

Brand PersonalityTrésor

Family member exerciseSuburban mom that

drives a mini-vanCrazy cat ladyTypical userKind, quiet life

shops at the Bay cares about her looks

old fashioned lacks excitement

Family member exerciseSuburban mom that

drives a mini-vanCrazy cat ladyTypical userKind, quiet life

shops at the Bay cares about her looks

old fashioned lacks excitement

Brand ValuesBrand Values

- J’adore –

liquid gold

The essence of the sensual, feminine

woman who is elegant,

sophisticated, and always gets what she

wants

- J’adore –

liquid gold

The essence of the sensual, feminine

woman who is elegant,

sophisticated, and always gets what she

wants

Going FurtherGoing Further

Improve recallRectify contradicting pulls

Improve recallRectify contradicting pulls