Background Information

The house of Chanel was founded in 1909, originally by Gabrielle Bonheur Chanel ironically known as ’Coco’. The designer changed fashion and perfume history by creating the ‘Little Black Dress’ and Chanel no.5- which is the bestselling fragrance in the world. The luxury brand focuses on fashion, jewellery and fragrance of an impeccable quality.

Chanel Brand Wheel

Used to define the functional and emotional components of a brand, Bates (1995) Brand Wheel is based on various concepts that go in to creating a brand such as essence, values and personality.

Chanel Brand Wheel

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