Chanel - Brand Identity

It is almost impossible to talk about the competitive market in perfumes, without mentioning: CHANEL

Belongs to a private, independent company with 100 boutiques worldwide. The brand was born under Coco Chanel’s personality. Shifted to a younger market after Coco Chanel died in 1971. It has been known as one of the world's most prestigious brands. It has never fallen out of style. 
Additionally, Chanel, going into diversification, has extended its market to the fashion, accessories, jewellery, make up and exclusive watches market. This in order to extend its market and therefore be more present by diversification.

We would have to say that one of the key factors of success and brand equity is the fragrance and reputation grown since early XXth century. Additionaly, as you may know, bottles are an important part when branding a perfume, in the case of Channel, we don’t see much innovations in bottling, this, because, Chanel has as main attribute its fragrance and reputation and in 2^nd place it is recognized of course from the bottle with what it was born. Chanel, this way, sticks to tradition and as well, somehow incorporating to the brand, the bottle itself. Who doesn’t think in Chanel, when thinking in this crystal, square shaped bottle?

Chanel, apparently has not tried to diversify their fragrances and format far from Chanel No 5. The only innovation that we could see is the round shaped bottle for Chanel Chance...trying to give something different to their audience...

Below their fragances:        N°5 , Coco Mademoiselle , Chance , Chance Eau Fraîche , Chance Eau Tendre , Allure , Allure Sensuelle , Cristalle , Cristalle Eau Verte , Coco and N°19

Chanel

After the previously mentioned, below you may find a model by Kapferer to describe the brand's identity; we have applied in this case to Chanel. It includes external and internal attributes of the brand.