3. Brand Elements
o French for “I Love”
o Scent: Ylang Ylang
from the Comoros,
Damask Roses,
undertones of Sambac
Jasmine and Sandalwood
o Color: Gold
o Slogan: “J’adore Dior”
o Charlize Theron
4. Brand Elements
o French for “Treasure”
o Scent: peach, apricot
blossom, muguet, lilac
and rose
o Colors: Peach & black
o Slogan: “Love is a
Treasure”
o Kate Winslet
6. Secondary Associations
J’adore Trésor
o Fashion
o
o Romance
Haute couture
o Beauty
o Love
o Tradition o Sweet
o Luxury o Fragile
o Elegance femininity
13. Brand
Relationships
- Favorite perfume –
Committed marriage
Open relationship
Secret affair
- J’adore – - Trésor –
Consider dating Future relationships
Fling “When I’m much older”
VS
14. Brand Personality
Dior J’adore
Family member
exercise
Hot older sister/cousin
Mom/cougar trying to
stay young
Typical user
Fast paced life,
sophisticated
goes out often
spends money on
looking good
15. Brand Personality
Trésor
Family member exercise
Suburban mom that
drives a mini-van
Crazy cat lady
Typical user
Kind, quiet life
shops at the Bay
cares about her looks
old fashioned
lacks excitement
16. Brand Values
- J’adore –
liquid gold
The essence of the
sensual, feminine
woman who is
elegant,
sophisticated, and
always gets what she
wants
17. Going Further
Improve recall
Rectify contradicting pulls
Notes de l'éditeur
Speak prices
Add pictures that are relevant to the words, i.e. magazine – elle
Add pictures that are relevant to the words, i.e. magazine – elle
Family member exercise Hot older sister/cousin Mom/cougar trying to stay young Typical user Fast paced life, sophisticated but goes out often, spends money on looking good
Family member exercise Suburban mom that drives a mini-van Crazy cat lady Typical user Kind, quiet life, shops at the Bay, cares about her looks, old fashioned, lacks excitement
