Influencing luxury fragrance brand image with celebrity endorsement : Case Study Miss Dior

The purpose of this thesis was to study the impact of celebrity endorsement on a luxury fragrance brand’s image. Secondary data was studied to explain the basics of branding and marketing theories with point of view of luxury industry. The research aimed to give an understanding of how luxury brand management differs from non-luxury and the way celebrity endorsement is applied in luxury brand environment. Many luxury perfume brands apply the brand ambassador strategy, where a suitable celebrity embodies the brand. As the study’s purpose was to give a clear picture on the subject, a case study was presented. The luxury perfume brand Miss Dior has conducted celebrity endorsement strategy successfully with the same brand face for ten years. The brand has managed to combine the brand’s heritage and identity with demands of development by the contemporary world. It was concluded that a well-chosen brand ambassador is beneficial for a luxury perfume brand. Holding on to the identity of the brand is important while keeping the brand relevant to modern market demands. A celebrity can be a good addition to support a luxury brand’s prestigious attributes and convey brand values in a relatable manner