Sustain your profits using Chanel’s strategic brand secrets

Abstract

Purpose This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies. Design/methodology/approach This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context. Findings This case study and literature review demonstrates how non-luxury businesses can extrapolate generalized lessons from luxury brand giant Chanel, to create their own long-term brand value by developing a core of innovative, iconic, and recognizable products for their market. Originality/value The briefing saves busy executives, strategists and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format.