CHANEL is a French fashion house founded by fashion designer Gabrielle “Coco” Chanel that was built with the aim of presenting classic style fashion, particularly luxury products ( haute couture, ready-to-wear). -clothing, handbags, perfumery and cosmetics among others) (Chanel Fashion Model Directory, 2008). This is linked to Coco Chanel's little black dress: short, sleeveless, in pleated black chiffon. Coco Chanel introduced it in the interwar period, which captured the attention of thousands of people at the time. In addition, Coco Chanel is well known to many fashionistas who are venturing into the fashion designer profession. This is the main objective of Chanel's marketing. In addition, since then the Chanel brand has been created on different types of products. For example, an advertising campaign and a fashion show per collection at different times like fall/winter time. This focuses more on the areas of Chanel handbags. Furthermore, this essay will analyze the Chanel brand in terms of strategic brand marketing, especially from the perspectives of customers who oppose the development of the brand, and then it will demonstrate that the brand must rely on the long-term management of the brand and recommends possible strategies to increase brand value for the benefit of customers and brand equality. The History of CHANEL According to an official Chanel website, it is mentioned that "in 1909, Gabrielle Chanel opened a boutique on the ground floor of (Etienne Balsan's apartment in Paris – the beginning of what would become later one of the largest fashion empires in the world” (Chanel Fashion Model Directory, 2008). Moreover, Gabrielle Chanel is a pioneer in creating Coco Chanel's ideas, simple and practical. became famous in 1915 ...... middle of paper ...... managing the business through progression into the future Works Cited Aaker, DA, Biel, AL (1983). . New Jersey: Lawrence Erlbaum Associates.Chanel (www.fashionmodeldirectory.com/designers/coco-chanel). Retrieved June 2008. Design and history of the Chanel logo (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 the literature with expert interpretations. Journal of Marketing Management 1998 14, pp.417-443Kent B., (2003), “The effect of time pressure on consumers' judgments of prices and products”, Journal of consumer Research 30Park, C., Jaworski , B. and Maclnnis, D. (1986) Strategic management of brand concept and image. Marketing journal 186 pages.135 -145