The document discusses brand elements, associations, awareness, image, relationships, and values of the Dior and Lancome perfume brands J'adore and Tresor. [1] J'adore is represented by the color gold and slogans like "I Love Dior" while Tresor features peaches/black and "Love is a Treasure". [2] Surveys found much higher brand recall and recognition for J'adore compared to Tresor. [3] Projective techniques revealed J'adore is seen as young, fashionable, sexy and Parisian while Tresor seems boring, conservative and for older non-exciting locations.

2. Agenda
Brand Elements
Brand Associations
Brand Awareness
Brand Image
Brand Relationships
Brand Personality
Brand Values

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

5. Associations
Sophisticated Gold Romantic Old
Feminine Charlize Fragile Feminine
Sexy Moments
Glamorous Treasure Timid
Luxury

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

7. Brand
Awareness
Recall
&
Recognition

8. Brand Recall
57% J’adore
0% Trésor

9. Brand Recognition

10. Brand Image

11. Projective
Techniques
Dior
- J’adore -
Job, magazine, location, era
Young, professional, fashion-
forward, sexy
Paris/ NY/ Montreal

12. Projective
Techniques
Lancôme
- Trésor-
Boring, conservative, older
Location:
Not-exciting: Ottawa, Utah
Retirement places: Florida,
Palm Springs

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