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Applying brand identity prism to LUXURY BRAND MANAGEMENT

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Applying brand identity prism to
Chanel to understand the
multiple facets of luxury identity
PHYSIQUE PERSONALITY
RELATIONSHIP CULTURE
REFLECTION IMAGE
Independent,
sensual
woman
Long-lasting
and respectful
Liberation
Modern day
elegant
woman
Liberated
lifestyle
Sophisticated,
progressive,
and daring
Kapferer, Jean-Noel, “Brand Identity Prism”

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