This book is an academic dedication to one of history''s greatest fashion houses. Coco Chanel and the 100 years anniversary of the brand have been a great inspiration for the authors. The book is based on a comparative analysis of four Chanel advertisements and examines whether Chanel''s branding strategies have changed through the years and how. Furthermore, the book contains a discussion of possible changes in Chanel''s branding and accounts for which group of segmentation the Chanel customers belong to.