Brand positioning A brand has to be dynamic to work (Martinez, 2012). Brand positioning can be described as a conceptual mapping of a product of service within a particular market (Chandler, 2011). Chanel competes with other premium brands such as: Louis Vuitton, Burberry, Dior and Gucci (Bhasin, 2016). Therefore, this means that Chanel have to work hard to stop consumers from switching to other brands (Zigu, 2008). Chanel differs from other designer brands by having special USPs. As mentioned previously, Chanel prides themselves on their luxurious brand image. One example of Chanel’s USP is the camellia which is associated with the Chanel brand. The camellia
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has been used since the twenties and a flower which was loved by Chanel (Evans, 2015). Chanel’s position in the market is strong. It lies in the luxury goods market with other brands such a Louis Vuitton but also other luxury non fashion brands such as Rolls-Royce and Aston Martin (E.B, 2016). Chanel also has iconic pieces of clothing which is known for Chanel herself creating them, for instance: the little black dress and the tweed jacket (Limited, 2013). Chanel has a good brand reputation and also is top within the market segment, however the segment is niche because of the premium pricing (King, 2016).