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Chanel Brand Personality

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lucia rodriguez

on 17 October 2013

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Transcript of Chanel Brand Personality

Assignment 1
Brand Personality

Lucia Rodriguez
RA6017808
Consumer Behavior Oct 17, 2013
Outline
products: clothes, fragrances, handbags and watches
Icons
"The little black dress"
Chanel No. 5
Chanel suit
Celebrity Endorsers
Nicole Kidman:
"The Oscar winner proves that perfection in skill and beauty can both be had. " People magazine
"Extending Human Personality to Brands," Brand Management, April 2004, pp 317-30.
"...are useful way to personify a brand since the characteristics and meanings of the celebrity can be transferred to the brand."
"Nicole Kidman is eminent for her charming beauty, influential acting performances" Born Rich
Nicole was recognized by Variety Magazine for her work with UN Women to advance female rights
Audrey Tautou, 2009
Tautou has a remarkable resemblance to Mademoiselle Chanel herself.
Nicole Kidman, 2007
Estella Warren, 2000
Modeling for various magazines, acting in films such as Planet of the Apes and The Cooler
Carole Bouquet, 1993
French actress and model, Bouquet won international acclaim as a Bond girl in 1981’s film For Your Eyes Only.
Catherine Deneuve, 1971
Her iconic, mysterious beauty made her the perfect ambassador for Chanel No5.
Cheryl Tiegs, 1969
Cheryl Tiegs was one of the most famous American models of the 70s.
Mademoiselle Chanel, 1937
Chanel Celebrity Endorsers through the years
Typical users along with images of the types of activities they engage in while using the brand.
User Imagery
A girl should be two things: classy and fabulous.
Coco Chanel
Aaker's Sophistication: Class and Charm
"A girl should be two things: classy and fabulous. "
Coco Chanel
A girl should be two things: classy and fabulous.
Coco Chanel (Aaker's Sophistication Dimension)
User Imagery
Not average women, but women that enjoy femininity and are empowered by it. Women that want to be the center of attention.
According to Hawkins and Mothersbaugh (2010) Consumers choose products
A girl should be two things: classy and fabulous.
Coco Chanel (Aaker's Sophistication Dimension: Class and Charm)
that fits their personality
Marilyn Monroe
to bolster an area of their personality where that feel weak.
Executional Factors
According to Hawkins and Mothersbaugh (2010) Executional factors are how the message is communicated.
Tone
"A woman wearing black draws attention to herself, not the dress." Coco Chanel
In color psychology black means power, control, sophistication, elegance and mysterious. (Drew and Meyer)
A girl should be two things: classy and fabulous.
Coco Chanel
Aaker's Sophistication: Class and charm
Nicole is the center, and the perfume adorns her
Executional Factors
Media
"The culture (such as Vogue) in which Chanel is promoted reflects its prestige and positioning in society." Corporate brands word press.
"The style of the website is classy with a modern edge: the perfect fusion to keep Coco alive through her brand. The website is more of a cultural touch point, it creates a culture like that which Coco would have moved socially within. " Corporate Brands Press
Printed Ads
Website
Executional Factors
Media
Above the line......................... below the line
Films
Through holding private shows, special catalogues and special invite-only VIP events.
Executional Factors
logo
Designed in 1925 by Coco Chanel herself, the Chanel logo has remained unchanged ever since.
"This symbol is an icon of elegance and is synonymous to elegance, wealth, and elitism and sets the standard for international fashion. It is very much at the centre of the brand…and the ‘Chanel Universe’." Corporate brand word press
A girl should be two things: classy and fabulous.
Coco Chanel
Dimensions of Brand Personality
Aaker, J. L. (1997). Dimensions of Brand Personality. Journal Of Marketing Research (JMR), 34(3), 347-356.
Chanel
Aaker's Sophistication: Class and Charm
Music
The main musical theme of the film is the "Clair de Lune", arranged by Craig Armstrong. The original version was composed by Claude Debussy.
Communicating Brand Personality
Celebrity Endorsers
The woman behind the Brand
Gabrielle Bonheur Chanel- Coco Chanel
The only fashion designer to appear on Time magazine's list of the 100 most influential people of the 20th century
"Coco Chanel didn’t build a brand. The brand built around her" Corporate Brands
She IS the brand values. Her outlook and personality form the foundation of the Chanel brand.
In 2012 Chanel chose Brad Pitt as the new face for Chanel No. 5
What was Chanel thinking?
Executional Factors are kept (tone, media logo) but Celebrety Endorsers and Users Imagery are changed. Why?
“To keep a legend fresh, you always have to change its point of view. It is the first time we’ve had a man speaking about a women’s fragrance. We think very much that the perfume is a seduction between a man, a woman and the perfume.”
Andrea d’Avack, president, Chanel Fragrance & Beauty
Will this move influence the Brand Image (positively or negatively), and Brand Personality of Chanel? Why?
In the Ad Pitt refers to Channel No. 5. as his life affection.
In real life his affection is Angelina Jolie ( who exemplifies the typical Chanel Image)
Discussion
Users Imagery
Executional Factors
According to Hawkins and Motherbaugh (2010)
advertising tactics to communicate brand personality are
Chanel
Chanel No.5 AD
Critics Opinions
Directed by Baz Luhrmann (Romeo + Juliet, Moulin Rouge) and starring Nicole Kidman and Rodrigo Santoro
Celebrity Endorsers
The Davie-Brown Index uses eight criteria in to evaluates the worth of celebrities through a systematic and controlled method that resembles financial brand valuation and forecasting.

Appeal
Notice
Trend setting
Influence
Trust
Endorsement
Aspiration
Awareness
References
1. Aaker, J. L. (1997). Dimensions of Brand Personality. Journal of Marketing Research (JMR), 34(3), 347-356.
2. Birren, Faber. Color and Human Response. New York: John Wiley and Sons, 1978.
3. Brad Pitt's Chanel No. 5 Ads to Debut in Mid-October:. [online] Retrieved from: http://www.celebuzz.com/2012-10-05/brad-pitts-chanel-no-5-ads-to-debut-in-mid-october-see-other-celebs-who-have-sold-chanel-gallery/ [Accessed: 16 Oct 2013].
4. Celebrityendorsementads.com (2013). Product Manufacturer List - Celebrity Endorsements, Celebrity Advertisements, Celebrity Endorsed Products. [online] Retrieved from: http://www.celebrityendorsementads.com/celebrity-endorsements/product-index/ [Accessed: 16 Oct 2013]
5. Drew, J. and Sarah, M. (2008). Color Management for Packaging. Switzerland: RotoVision.
6. Extending Human Personality to Brands. Brand Management, April 2004, pp 317-30.
7. Forbes.com (2013). Chanel on the Forbes World's Most Powerful Brands List. [online] Retrieved from: http://www.forbes.com/companies/chanel/ [Accessed: 16 Oct 2013].
8. Hawkins & Mothersbaugh (2010). Consumer Behavior: Building Marketing Strategy. 11th ed. p345-348.
9. Inside.chanel.com (2013). Inside Chanel. [online] Retrieved from: http://inside.chanel.com/en/coco [Accessed: 16 Oct 2013].
10. Mail Online (2013). Pregnant Nicole dumped as the face of Chanel in favour of French beauty Audrey Tautou. [online] Retrieved from: http://www.dailymail.co.uk/tvshowbiz/article-564491/Pregnant-Nicole-dumped-face-Chanel-favour-French-beauty-Audrey-Tautou.html [Accessed: 16 Oct 2013].
11. PEOPLE.com (2013). Nicole Kidman. [online] Retrieved from: http://www.people.com/people/nicole_kidman/ [Accessed: 16 Oct 2013].
12. WhenTheWorldWhispers...Shout (2013). The Chanel Brand. [online] Retrieved from: http://corporatebrands.wordpress.com/chanel/ [Accessed: 16 Oct 2013].
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