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”.