Chanel is a luxury French fashion house that specializes in haute couture, luxury goods, accessories and clothing. PRWeb (2013) state that in the luxury marketing industry, premium handbags are one of the fastest growing segments.
The Brand Wheel in Figure 1 allows companies to gain a perspective of its core brand essence which then can be portrayed in the product and marketing. The Chanel brand personality represents exclusivity and a timeless heritage. The brand gives the look of sophistication and elitism whilst being simplistic and chic.
Figure 1 – Chanel Brand Wheel
References
Dalgic, T., 2011. Handbook of Niche Marketing. 1st ed. New York: Routledge.
Keller, K. L., Aperia, T. & Georgson, M., 2012. Strategic Brand Management A European Perspective. 2nd ed. Harlow: Pearson Education Limited.
PRWeb, 2013. New Analysis On Global Handbags Market Report. [Online]
Available at: http://www.prweb.com/
[Accessed 12th March 2014].
Blog and Brand Wheel written by Hannah Lambourne
Brand Wheel: contributed by Mim Zaman
Voyage à Chanel 