CHANEL is a French fashion house founded by designer Gabrielle "Coco" Chanel which was built with the purpose of showcasing fashion as a classic style, especially luxury goods (haute couture, ready-to-clothing, bags, perfumery and cosmetics among others) (Chanel Fashion Model Directory, 2008). It is linked to Coco Chanel's little black dress: short, sleeveless, in pleated black chiffon. Coco Chanel introduced it in an interwar period, which attracted the attention of thousands of people at the time. Furthermore, Coco Chanel is well known to many fashionistas who are becoming fashion designers. This is the main purpose of Chanel marketing. Furthermore, since the Chanel brand was created on various types of products. For example, the advertising campaign and the fashion show per collection in different periods such as autumn/winter. This focuses more on the fields of Chanel bags. Furthermore, this essay will analyze the Chanel brand in terms of strategic brand marketing, especially the perspectives of customers who oppose the development of the brand, then demonstrate that the brand is based on long-term brand management and recommend the possible strategies for increase brand value for the benefit of customers and brand equality. The history of CHANEL According to an official Chanel website it is said that "in 1909, Gabrielle Chanel opened a shop on the ground floor of (Etienne Balsan) in Paris – the beginning of what would later become one of the greatest fashion empires of the world” (Chanel Fashion Model Directory, 2008). Furthermore, Gabrielle Chanel is a pioneer in creating Coco Chanel's ideas, which are simple and practical. Furthermore, her taste became famous in 1915... middle of the paper.. .managing the company through progression into the future. Works Cited Aaker, D.A., Biel, A.L. (1983). New Jersey: Lawrence Erlbaum Associates.Chanel (www.fashionmodeldirectory.com/designers/coco-chanel). Chanel Fashion Design Directory. Retrieved June 2008. Chanel Logo Design and History (www.dinesh.com/history_of_logos/worlds_best_brands_and_logos/chanel_logo_design_and_history.html. Retrieved June 2010. Chernatony, L. and Dall' Olmo Riley, F. (). 1998) Defining a "brand": beyond literature with expert interpretations. Journal of Marketing Management 1998 14, pp.417-443Kent B., (2003), "The effect of time pressure on consumer judgments about prices and products", Journal of consumer search 30Park,C., Jaworski,B. and Maclnnis, D. (1986) Strategic management of brand concept and image. Marketing Journal 186 pp.135 -145