Jones, Andrea2024-07-232024-07-232016Jones, A. (2016). Chanel and Chanel No. 5: A global marketing and advertising strategy. Bachelor of Commerce Best Business Research Papers, 9, 60–70.https://hdl.handle.net/1828/16818Chanel is one of the world’s top luxury brands. The company that was founded in 1910 by Gabrielle Coco Chanel has revolutionized the women’s fashion industry, and has achieved much success from frequent product updates and new product releases. With the launch of the famous Chanel No. 5 fragrance in 1921, Chanel made its mark on the perfume industry. It is now the world’s most famous perfume, and a product that the brand is known for. The perfume industry is fast paced and dynamic; the constant threat of new entrants and substitute products forces companies to innovate in order to differentiate themselves in the marketplace. To achieve this, companies have found success in localizing their advertising and marketing strategies to appeal to the cultural preferences of consumers at a local level. However, Chanel has managed to find success in the marketplace through using a global marketing and advertising strategy. This paper will reveal the details as to why Chanel does not need to localize its marketing and advertising, and how it has achieved positive results from a global strategy. In essence, their success derives from its rich history and strong brand heritage. And through further analysis of Chanel and its advertising for Chanel No. 5, this paper will further prove the strength of Chanel’s brand heritage, and how it has been able to effectively leverage Urde, Greyser, and Balmer’s five “Elements of Brand Heritage” (2007, p. 9). Chanel uses its brand heritage as its main competitive advantage, and continues to sustain and protect this heritage through a company brand stewardship function.enArticle