The celebrity endorsement has also been another reason why Chanel has a strong brand image and personality amongst the consumers. Figure 6: Chanel’s Icon Audrey Hepburn Davis () explained that branding is associated with all the attributes of the brand, such as name, design, shape, colour, logo, tagline, and others impacting the brand Moreover, celebrity endorsement is seen as another factor with great potential impact on evaluation of alternatives stages of consumer decision making process. Cant et al. () explain the effectiveness of celebrity endorsements with perceived greatness people associate with their idols and the willingness and desire to become like their idols Aug 10, · Topic Building brand equity through celebrity endorsement: Analysis of the fashion industry Research Aim: Celebrity endorsement is an excellent way to build brand equity. In this dissertation, the same will be discussed concerning the UK
37 Branding Dissertation Topics | Branding Research Titles
Dissertation Proposal. Dissertation and essay writing at UK's best prices. Dissertation Services. Get help from an expert writer, dissertation on celebrity endorsement. Place an Order. Find an expert writer for your academic project. Find Your Writer. Disclaimer: This is not a sample of our professional work. The paper has been produced by a student.
You can view samples of our work here. Opinions, suggestions, recommendations and results in this piece are those of the author and should not be taken as our company views. In a highly competitive market, various brands are concerned about obtaining a strong customer base. This is due to the fact that homogeneity in the markets has made it difficult for luxury brands to differentiate their products. The contemporary world of the market proposes two major tools for effective brand management: brand identity and brand positioning.
The latter posits the main communication mechanism through which the brand can be promoted in the market, creating consumer preference. The reason behind the significance of these aspects is that the effective strong identity and positioning. Strong brand equity is considered the outcome of how the brand has been positioned and communicated to the customers resulting in the establishment, long survival, and performance of the brand in the market.
With respect to these aspects of brand management, Chanel has been prominent in the market with a strong brand identity and personality, which has given the brand the leading position in the luxury market. This essay aims to evaluate the brand identity and personality of Chanel and in addition, the evaluation of current promotional strategies of the brand for building brand equity will also be given. According to Schiffman et al. These significant changes have also been due to the stance taken by many famous brands for creating a strong brand identity and personality.
Brand identity specifies the brand goal, dissertation on celebrity endorsement, which makes it different from other parallel brands within the one market segment. Baisya suggests that strong brand identity tends to resist change by tying to fixed parameters, namely brand physique, brand personality, culture values, relationship, customer reflection, and customer self-image. The strong brand identity of Chanel has been due to a number of factors, dissertation on celebrity endorsement.
The French brand was founded in and since then has been targeting multi-consumer segments, dissertation on celebrity endorsement. The brand founder Gabriel Coco Chanel has herself been the pioneer of the fashion industry whose personality and outlook have created the foundation for strong brand identity. According to one research conducted by Brun and Castelli the brand parity in the fashion industry is low due to the lack of differences in major luxury brand alternatives in the market.
With respect to the brand values associated with Chanel such as elegance, luxury, quality, detail attention, and less-is-more approach have led the brand to stand with strong brand identity in the market. The ambition of Gabriel Chanel dissertation on celebrity endorsement provide clothing with literal elegance and precision of the product line of Chanel is the reflection of beliefs associated with the brand Kapferer, J.
As defined by Wheeler brand identity alters due to the brand meaning perceived by the consumers. Chanel has created a strong brand identity by incorporating uniqueness into its brand. For every buyer, Chanel has some meaning which is why it is known as a top-of-the-mind brand. The brand values catered by the brand have been sophistication and simplicity and the revolutionary images used by the brand give the proposition of a liberated lifestyle of women.
The reflection carried by Chanel has been the modern elegant woman who carries her style with class and elegance. Chanel is a popular brand engaged in delivering simple but elegant designs for young women around the world. Order Now. The brand is also popular for endorsing high-class celebrities represented in the role models Dion and Borraz This endorsement has also led towards a strong brand personality, especially with the inclusion of iconic actresses such as Marilyn Monroe and Audrey Hepburn, making the brand personality highly personified that there would be no chance for a brand to fade from the market.
By adding a human personality to the brand Folse, Burton, and Netemeyer suggested that the brand can personify its characteristics by transferring celebrity characteristics.
The celebrity endorsement has also been another reason why Chanel has a strong brand image and personality amongst the consumers. Davis explained that branding is associated with all the attributes of the brand, such as name, design, shape, colour, logo, tagline, and others impacting the brand image as well as brand identity amongst the consumers.
The outcome of such a unique and attractive logo has been the feeling of timeliness amongst the customers inclining them to make more purchases. Phillips, McQuarrie, and Dissertation on celebrity endorsement explained that brand identity and personality are the elements established through brand DNA.
The brand DNA is the uniqueness of the brand in terms of identity, image, personality, values, and positioning. With dissertation on celebrity endorsement adventurous mindset of the founder the brand commensurate the sheer legacy with enduring success.
The mediatized and charismatic designer has taken care of enhancing brand identity by reinterpreting the seasons dissertation on celebrity endorsement making Chanel famous for the pearls, the tweed jacket, the Camilla, and the black and white bringing with the modern twist with the timeless fashion: can be worn by older and younger customers. Brand expression and knowledge are one of the main components of brand identity and personality Bhattacharjee, dissertation on celebrity endorsement, Berger, and Menon As the consumers associate with the brands which creates a strong perception about the brand is often influenced by the knowledge provided about the brand through various channels.
The brand expression of Chanel has been consistent because of the basic practice of the owners and marketers to provide what has been promised by the brand.
The classy style with the modern edge dissertation on celebrity endorsement the mixture of femininity and masculinity has given strong brand expressions to the customers creating a strong brand image Morand The consistency in the brand expression has ensured high standards in the fashion business with the renowned brand personality in the market.
As the legacy rests on the shoulders of Karl Lagerfeld, dissertation on celebrity endorsement, the success of the luxury fashion business has been kept vitalized by his spirit providing innovative but simple and elegant designs as promised by the brand. This strategy has kept the brand current and created a strong brand identity amongst the customers.
According to Aaker and Biel brand equity is defined as a set of liabilities and assets associated with the brand. In other words, brand equity is defined as a commercial value of the brand driven by the perception of the consumers towards the brand name and its products and services.
Brand equity is an important element to be achieved for brand managers due to the fact that it influences consumer loyalty and business growth as well. The consumer perception can be altered in a number of ways such as effective marketing and promotion.
These strategies build strong brand equity for the company. The artfully built promotional campaigns have appealed to the customers from different segments and strengthen the brand awareness amongst the consumers, dissertation on celebrity endorsement.
Chanel targeted women from 23 to 80 who have high incomes as well. With this respect, the brand took the advantage of celebrity endorsements and included famous celebrities such as Blake Lively, dissertation on celebrity endorsement, Nicole Kidman, Kritlin Stuart, and Kiera Knightly which created the ideal identification in the designated consumer segments.
The strong fan following of the celebrities has made the brand more prominent amongst the customers. This strategy has demonstrated the competitiveness of the brand in the market as well as the dynamic creativity of the brand management enhancing the brand equity of Chanel.
An effective promotional strategy generates sales, creates brand loyalty and brand equity. Chanel has used the promotional strategy of storytelling in its promotional campaigns. Storytelling is the communication between the brand and the consumers on the levels of consciousness and unconsciousness Williams In order to communicate the core values of the brand, Chanel has taken the dissertation on celebrity endorsement of symbolic figures and dissertation on celebrity endorsement rich history behind the brand.
The head designer of the brand Karl Lagerfeld has directed many mini-films for revitalizing the brand image. The key elements covered in such films were the brand history, feminism, the city of Paris, and the pursuit of perfection. All the aspects created a strong consumer perception towards the brand as well dissertation on celebrity endorsement brand equity. As defined by Kelley, Sheehan, dissertation on celebrity endorsement, and Jugenheimer above-the-line promotional strategy is the use of media such as television advertisements for communicating the brand to the customers.
Chanel used the line promotional strategy in the sense of visual representation of the brand attributes through the film. This is also known as the use of nostalgia for creating a strong brand image. This film traced the time when Chanel first began her business in the fashion industry. The visual representation included the simple minimalist hats with the over-embellished style people adopted in Hong and Kim The effective and attractive website design of Chanel enhanced the engagement of the consumers Sims Apart from that, the compelling stories on the website which cater to the various aspects of the identity, culture, and values of the brand have positioned Chanel on multiple platforms.
The content-based site named INSIDE CHANEL … content removed — please contact us to access full version. Dissertation on celebrity endorsement defined by Strauss digital marketing strategy is used for marketing products by internet technologies. The strong content and good narrative are given by Chanel have been the dissertation on celebrity endorsement point of its digital marketing strategy. The use of the films has demonstrated the true legacy as well the core elements of Chanel in a powerful and creative way Marcangeli This has further encouraged dissertation on celebrity endorsement audience to get inspired by the cult of the founder and her spirit.
Luxury brands around the world are reinventing the ways of communication due to high-level market penetration and substitutes Kotler et al. Brand awareness makes the consumers familiar with the image or qualities of the product Huang and Sarigöllü Luxury brands should have effective communication mechanisms to gain high consumer preference and brand equity Oliver With regard to the recent promotional strategies of Chanel, it has been recommended that Chanel should communicate with the consumers through the flagship stores, dissertation on celebrity endorsement.
These stores would allow the brand to appear more easily amongst the buyers and consumers. In this way, the supplier would be more convenient to dissertation on celebrity endorsement in the market Kim, Lloyd, and Cervellon As Chanel is targeting only high-income women, it is also recommended that for having high-level brand equity and building consumer perception Coco Chanel should target other customers as well.
These customers may include middle-income women as well as men. Furthermore, dissertation on celebrity endorsement, this segmentation should include the internet segmentation as well where consumers should enjoy unsubscribed channels to reach the brand apparel and make online purchases.
The emotional attachment of the brand is important for making high consumer motivation towards the brand Sarkar It has been recommended that Coco Chanel should combine functionality with emotionality in its brand to create high brand equity.
In order to gain high-profit margins, Chanel should invest in emerging markets… content removed — please contact us to access full version. The main aim of the essay was to evaluate the brand identity and personality of Chanel as well as its promotional strategies to create strong brand equity.
It has been identified by the analyses that Chanel has a very strong brand name and with unique brand attributes and DNA, dissertation on celebrity endorsement, it has created a strong brand identity amongst the dissertation on celebrity endorsement. The effective promotional strategy of storytelling and using different haute couture for showcasing the brand Chanel has also gained strong brand equity in the market.
However, the brand requires entering into the e-world for having more profit and a high amount of sales. With this inclusion, Chanel would be able to target more potential consumers in the market.
Marketing Research: Can Online Celebrity Endorsement yield favorable consumer responses
, time: 9:09Consumer Decision Making Process: a detailed analysis
Research paper celebrity endorsement india comparison contrast essay outline examples sample resume showing gpa. Resume boomer scam format thesis proposal. Piracy in somalia research paper write my chemistry blog post: london school of economics research papers, essay golden temple amritsar, classified essay?How to write cpa on resume esl scholarship essay ghostwriting site for One last sentence before you jump onto the topics, my collegue Adam has written a blog on dissertation topics in advertising. It's worth reading. List of Branding Dissertation Topics: Does branding through celebrity endorsement pose any challenges? An evaluation of impacts on different stakeholders Moreover, celebrity endorsement is seen as another factor with great potential impact on evaluation of alternatives stages of consumer decision making process. Cant et al. () explain the effectiveness of celebrity endorsements with perceived greatness people associate with their idols and the willingness and desire to become like their idols
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