Wella, a German glant In personal haircare, has recently decided to globalize a brand of Its subsidiary Mhlens In Cologne (Germany) 4711, which is the original Eau de Cologne perfumed water. The 4711 brand, although well known in the German-speaking area, has an old-fashioned Image, and Eau de Cologne seems to be associated in the minds of consumers in many countries with cheap perfume rather than tradition or luxury. How would you tackle this issue?

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