anufacturers to price the Mercedes "300" at $60,000, the Cadillac "Seville" at $40,000, and the Honda "Civic" at $20,000. Rather, it is the prestige image created in the collective mind of the target markets which cause these price differentials to be feasible. Thus, any innovation in the way business is conducted which may impinge on perceptions by the target market of the quality/ price relationship must be carefully scrutinized by marketers of prestige goods.
Image, the perception of quality, and the perception of value are critical in the marketing of celebrity fragrances, such as "Madonna" brand perfume. The perception of value with respect to celebrity fragrances is tied directly to the public image of the celebrity, and to the extent to which the purchasers of such products think that the positive aspects of the celebrity's image are transferable to the user of the product. Such perceptions are far more difficult to measure than they are to foster. The ability to create su
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