Marketing Communication Strategy Of Glasshouse Fragrance

Part A Introduction Glasshouse fragrance is a brand founded in 2006. The main business of the brand is selling the products of scented candles and diffusers. Nowadays, it is a successful Australia scented candle brand with a good market share in the local market. Part A will explore the reason why the brand quickly becomes a popular brand in the Australian market by analysing the communication strategies of the brand. At the same time, it will illustrate the problems of the communication strategy. Glasshouse fragrance is using the integrated marketing communication base on one core contention, which is building a conversation between the brand itself and the consumers to advertising the brand. There are three parts of the communication†¦show more content†¦In terms of the communication strategy of Glasshouse fragrance, the brand using the slogan: ELEVATING THE EVERYDAY as the core value of the self-construal. As the story of the brand on the official website, consumers not just burn a Glasshous e candles, they are starting a new experience, just like Alice in a sensory wonderland (Glasshousefragrances.com, 2017). In About the Symbolization of Alice s Adventures in Wonderland, the writer presents that, the book of Alice s Adventures in Wonderland creating a connection for readers between the book and personal motivation about wonderful adventure (Grotjahn, p.37). The brand using Alice’s symbol connect their product with the adventure about the scent. In other words, the brand could create a wonderful journey through scent for their consumers, at the same time, the consumers could also explore their own wonderland when they burn the candles of Glasshouse. To some extent, it is useful to using famous symbols link with the core value of the brand, especially through the official website of the brand. However, the core value of the brand is not represented completely, which means the brand construct is superficial not permeate the whole brand. They are expressing the value of brand through only one page