CHANEL - Brand Equity, Brand Positioning, Brand strategy Essay

CHANEL - Brand Equity, Brand Positioning, Brand strategy - Essay ExampleEven if they atomic number 18 somehow surviving, that is not because of what they are but because of what they were. They are Too Big to fail but not good enough to succeed, move forward and grow. One cannot completely blame these brands, their marketing managers, and owners for their failure. In the outlast few decades, the world changed in such unexpected and ruthless way that nobody got a atomic number 16 chance.Moreover, in the name of globalization, increased competition and customer awareness and empowerment, life became even more hard for these oldies. However, t present are still some brands that were able to absorb all these shocks, maintain their integrity, respect and dignity, outclassed their competitors and are still very much captivating and appealing (Koda, Bolton & Garelick, 2005). They have become symbols of class, respect, honor, and success. However, the question here is what made these br ands so great that when their competitors where winding up their businesses, they were still on the road of growth? What has been their magic trick formula that has been strengthening them over the period? What branding strategies have kept their brand alive and built-in? This paper would move further by narrowing its focus to one of the brands that fulfill the above-mentioned criteria of recollective historical presence and everlasting brand power. Without any doubts, Chanel fulfills these criteria quite comfortably.Quite understandably, Chanel enjoys immense brand fair play in the market and that is why it has been so successful over the past decades. According to marketing experts, on that point are many reasons for the same. Firstly, the long and eventful storey of Chanel provides it an edge over others and contributes to its equity. Previous records of accomplishment, past history and previous customer experiences play a crucial role in branding. This is because one of th e most crucial roles of branding is to help customers to assign responsibility to the