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Title: Coco Chanel – Genius of a Generation

Summary

In a highly competitive market various brands are concerned about obtaining strong customer base this
is due to the fact that homogeneity in the markets has made it difficult for the luxury brands to
differentiate their products. The contemporary world of market proposes two major tools for effective
brand management: brand identity and brand positioning. The former is related to the specification of
brand’s unique attributes and values and the latter posits the main communication mechanism through
which the brand can be promoted in the market creating preference amongst the consumers. The
reason behind the significance of these aspects is that the effective strong identity and positioning.
Strong brand equity considered to be the outcome how the brand has been positioned and
communicated to the customers resulting in the establishment, long survival and performance of the
brand in the market. With respect to these aspects of brand management Chanel has been prominent in
the market with strong brand identity and personality which has given the brand the leading position in
the luxury market.

The strong brand identity of Chanel has been due to the number of factors. The French brand was
founded in 1909 and since then has been targeting multi-consumer segments. The brand has been
proclaimed as the year’s best Luxury Marketer due to its brand attributes and transparent strategy and
advertising campaigns.

What is customer-based brand equity (CBBE MODEL) ?

The most common model for customer-based brand equity is the one created by marketing
professor Kevin Lane Keller in his book, Strategic Brand Management. Keller puts the model in
a four-level pyramid, with the middle two layers being divided equally between two factors.

A strong brand equity stimulates customers to buy more, introduce brands to other people and
create customer loyalty and make advantages compare to competitors.
How to apply CBBE model?

Step 1: Brand Identity – Who are you?

Goal: is  to create “brand salience,” or awareness

 “Salience ” that company need to make sure that its brand stands out, and that customers
recognize it and are aware of it and try to ensure that brand perceptions are “correct” at key
stages of the buying process.

Step 2: Brand Meaning – What Are You?

Goal: is to identify and communicate what your brand means, and what it stands for

The two building blocks in this step are: “performance” and “imagery.”

“Performance” defines how well your product meets your customers’ needs. According to the
model, performance consists of five categories: primary characteristics and features; product
reliability, durability, and serviceability; service effectiveness, efficiency, and empathy; style and
design; and price.

“Imagery” refers to how well your brand meets your customers’ needs on a social and
psychological level. Your brand can meet these needs directly, from a customer’s own
experiences with a product; or indirectly, with targeted marketing, or with word of mouth.

Step 3: Brand Response – What Do I Think, or Feel, About You?

Goal: is to know how customer judge and feel about your brand.

 Customers’ responses to brand fall into two categories: “judgments” and “feelings.” These are
the two building blocks in this step.
Customers constantly make judgments about Brand that fall into four key categories:

 Quality: Customers judge a product or brand based on its actual and perceived quality.
 Credibility: Customers judge credibility using three dimensions – expertise (which
includes innovation), trustworthiness, and likability.
 Consideration: Customers judge how relevant your product is to their unique needs.
 Superiority: Customers assess how superior your brand is, compared with your
competitors’ brands.

Customers respond to your brand according to how it makes them feel. Your brand can evoke
feelings directly, but they also respond emotionally to how a brand makes them feel about
themselves. According to the model, there are six positive brand feelings: warmth, fun,
excitement, security, social approval, and self-respect.

Step 4: Brand Resonance – How Much of a Connection Would I Like to Have


With You?

Goal: is to strengthen each resonance category

Brand “resonance” sits at the top of the brand equity pyramid because it’s the most difficult – and the
most desirable – level to reach. You have achieved brand resonance when your customers feel a deep,
psychological bond with your brand.

Application of CBBE Model on Coco Chanel


Resonance:
 Chanel has a strong brand presence and its current target market enjoy a high repeat purchase
rate from this group of consumers. By owning a Chanel product, consumers feel that they are a
part of the elite community. The history of Chanel is emphasised through its theme of
sophisticated branding, and re-creates its history through the use of Coco Chanel and Marilyn
Monroe through advertisements.

Judgement:
 Consumers have a pre-conceived idea of Chanel as a brand, it has a positive brand status and
view from its customers- they can recognise it from its quilting textures and iconic jackets. To
younger consumers the brand may be seen as overpriced and don’t see the appeal as much as the
older demographic. The target markets however are aware that you will get what you pay for
with the brand and a sustainable product.

Feelings:
Most individuals have an opinion of Chanel and Karl Largerfeld- his 25 year period of working
with Chanel means he is vastly known as part of Chanel as a brand. Consumers also have a great
sense of pride when they wear or own a Chanel item; they feel elite, fashionable and attractive.
The high price and luxury mean Chanel owners feel at a higher status, more confident and
wealthier.
Performance: 
Chanel has a high global status; “it is the third most searched luxury brand in China in 2013″, it
is also globally known for its iconic adverts because of its celebrity endorsement and location. It
keeps with a sophisticated theme using Coco Chanel and this allows consumers to identify with
the brand. The Chanel trademark gives customers the assurance of consistency in the quality and
durability of products delivered. Chanel has implemented a digital marketing strategy which
allows customers to read their own journey through the brand. It creates an individual
relationship with the customer and a new standard of service.
Imagery: 
Chanel has a strong brand image- its theme of colours and appearance emphasise sophistication
and brand recognition. The strong image is synonymous with quality, style and elegance-
consumers appreciate the brand as well as its craftsmanship and history. “Chanel don’t just sell a
product they sell, a lifestyle, they’re selling status and most importantly, they’re selling heritage”
(Kattan, 2013)

Salience:
 Chanel has a moderate brand salience, it has high brand recognition through use of its logo and
scores low with brand recall status. Its presence of the logo and quilting on bags are highly
recognisable to a consumer. Chanel is highly recognised for women’s handbags as in “2012 it
was the third most searched for brands within the luxury industry”.
Brand Communication:

Communication is what holds people together – and the same goes for people and brands.
Communication is forever, and always a vital part of the product. If customers like the way you
communicate with them, and it makes them feel loved and taken care of, it will probably translate into
more sales and more revenue for you.

We live in the digital age, where the information streams are endless, and it’s easy for brands to get lost
in the noise. That’s why many businesses agree that it’s becoming more difficult to communicate with
consumers than ever before

A communication strategy is a guide that helps transform a company into a brand. It’s kind of a light
beam that shows you the way and the approach to your audience.

Chanel’s communications strategy is driven by exposure to the masses and appealing to customer
aspiration. In particular, its conspicuous and fast-changing campaigns arouse viewers to aspire towards
the sophisticated lifestyles that its stylized models embody. Its audacious urban-inspired SS16 campaign,
for example, features vibrant clothing and cool-looking models who seem aloof due to sheer trendiness,
and whose confident femininity reflects Chanel’s association with women’s liberation. Chanel, therefore,
strategically appeals to target customers by communicating its own personality through those of well-
known celebrities. By featuring celebrities, dramatic imagery, and audacious styling, Chanel’s
communications strategy involves highlighting boldness to distance itself from consumers, whilst
seducing them with aspiration.

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