The Research on Chanel's Strategy of Using Celebrity Images to Enrich the Brand Narrative

Abstract

While numerous studies have shown that choosing an image that matches a brand as an ambassador is good for telling a brand story, there hasn't been much in-depth research and analysis on how brands can tell a good brand story through its ambassador. This research will take the Chanel brand as an example to explore the role of its ambassador in its brand narrative, and summarize the rules to contribute to enriching the theories related to brand narrative. The results of the study prove the importance of the matching degree of the ambassador's visual image and the celebrity's personality image with the brand narrative and their charm to the brand narrative effect. It also shows that Chanel becomes a symbol of a desirable lifestyle through celebrity endorsements by giving the product value in addition to the function of use. Key implications of brand ambassador are discussed along with recommendations for future research about brand narrative.