Chanel Branding Strategy and Marketing Case Study
Analysis and examples of Chanel’s identity, positioning, key messages, tone of voice, brand archetypes, customer benefits, competitors, and marketing content.
Customers
Target Customer
Luxury Fashion Consumers
Primary Need (Job To Be Done)
Wear clothing and use beauty products that feel elegant, premium, and exclusive
Brand Visual Identity & Content
Primary Brand Colors
#000000
#FFFFFF
Brand Typefaces
- Helvetica
Hero Content
Hero Content Type
Image
Content Features People
Yes
Brand Messaging
Key Messages
Benefit or Feature Focus
Feature
Tone of Voice
Brand Positioning (Elements of Value)
Aspirational
Affiliation & Belonging
Emotional
Badge Value
Functional
Variety
Quality
Sensory Appeal
Brand Benefits
Benefit #1
Get access to premium products that provide a sense of luxury in my life
Benefit #2
Feel an affiliation to a brand that signals to others my interest and access to the highest quality products
Benefit #3
Explore and push my ideas of fashion, haute couture, and beauty
Competition
Key Competitors
Gucci, Prada, Hermès, L’Oréal, Armani, LVMH, Estee Lauder, Christian Dior, Ralph Lauren
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