The document compares and contrasts the luxury fashion brand Chanel with the fast fashion retailer H&M. Chanel is known for its luxury, high quality materials and timeless designs, and has a brand image of sophistication and prestige. It targets older, affluent customers willing to pay premium prices. H&M is known for affordable, trendy styles and frequent new collections. It has a brand image of accessibility and value and targets younger, budget-conscious customers looking for fashionable options at low prices. The document concludes that a customer's choice between the two brands depends on their individual preferences, needs and budget.

1. Session 2: Brand Equity, Image, and Positioning Assignment
© 2020 Generation: You Employed, Inc.
1
Chanel H&M
Consistent style (Find
keywords that describe the
style of each brand.) Luxury, Chic, Elegant, Timeless, Iconic,
Sophisticated, Classic, High-end, Fashionable,
Quality
Affordable, Trendy, Casual, Fashion-forward,
Youthful, Accessible, Modern, Versatile,
Inexpensive, Fast fashion.
Brand equity (What is
customers’ perceived worth of
each brand?)
The perceived worth of the Chanel brand by its
customers is typically high, due to the brand's
reputation for luxury, quality, and exclusivity. Chanel
is known for its iconic designs and premium
materials, and customers are willing to pay premium
prices for the prestige and status associated with the
brand. Additionally, the brand's strong heritage and
history of producing high-end fashion products only
adds to its perceived worth among customers.
The perceived worth of the H&M brand by its
customers is typically viewed as affordable and
value-oriented. H&M is known for offering trendy
and fashionable clothing and accessories at
relatively low prices, making it accessible to a wide
range of customers. The brand is also known for
fast-paced fashion and frequent new product
releases, appealing to customers who are looking
for the latest styles at an affordable price point.
Despite its low prices, H&M still maintains a
reputation for good quality and durability, which
contributes to its perceived worth among
customers.
Brand image (What is the
brand image of each?)
The brand image of Chanel is one of luxury,
sophistication, and timeless elegance. Chanel is
associated with high-end fashion and premium
quality, and is known for its iconic designs and
premium materials. The brand has a strong heritage
and history, and is recognized for its classic and
iconic styles, such as the "little black dress" and the
"Chanel suit." Chanel is also associated with
exclusivity and prestige, and is often viewed as a
status symbol by customers. The brand's image is
The brand image of H&M is one of affordability,
accessibility, and fashion-forward style. H&M is
known for offering trendy and fashionable clothing
and accessories at relatively low prices, making it
accessible to a wide range of customers. The brand
appeals to a younger and more budget-conscious
demographic, and is often associated with fast-
paced fashion and frequent new product releases.
Despite its low prices, H&M still maintains a
reputation for good quality and durability, which

2. Session 2: Brand Equity, Image, and Positioning Assignment
© 2020 Generation: You Employed, Inc.
2
carefully cultivated through its advertising, store
design, and product offerings, which all contribute to
its perception as a luxury fashion brand.
contributes to its image as a value-oriented fashion
brand. The brand's advertising and store design
also emphasize its focus on fashion and
affordability, further solidifying its image in the
minds of customers.
Brand positioning (How
does each brand sit in the
minds of various customers?
Which customers might prefer
Chanel, and which customers
might prefer H&M?)
Chanel and H&M sit differently in the minds of
various customers based on their personal
preferences, needs, and budgets.
Chanel is often viewed as a luxury fashion brand,
and its customers tend to be those who prioritize
quality, exclusivity, and prestige. Chanel customers
are often willing to pay premium prices for the
brand's iconic designs, premium materials, and
reputation for quality. They may also value the
brand's strong heritage and history, and the prestige
and status associated with owning a Chanel
product. Chanel customers tend to be older, more
affluent, and have a higher disposable income.
Overall, the choice between Chanel and H&M will
depend on the individual customer's personal
preferences, needs, and budget.
Chanel and H&M sit differently in the minds of
various customers based on their personal
preferences, needs, and budgets.
H&M, on the other hand, is viewed as a more
accessible and value-oriented fashion brand. Its
customers are attracted to the brand's affordability,
trendy styles, and fast-paced fashion. H&M appeals
to a younger, more budget-conscious demographic,
and is often favored by those who are looking for
the latest styles at an affordable price point. H&M
customers may also appreciate the brand's focus
on sustainability and its efforts to reduce waste and
be more environmentally conscious.
Overall, the choice between Chanel and H&M will
depend on the individual customer's personal
preferences, needs, and budget.