"The tagline is the catchphrase that conveys the brand or group's benefit or spirit and expresses an umbrella theme or strategy for a campaign or a series of campaigns; it also is called a claim, end line, slogan, or strap line."
( Advertising By Design, 2nd Edition. Robin Landa pp. 102).
Slogan: Be Classic. Be Iconic. Be Chanel.
The slogan is created using two key words that I feel strongly represents the Chanel brand itself; classic and iconic. Chanel is one of the most well known and popular brands among the fashion industry. Its garments, fragrances and beauty products are classic, elegant and timeless. To wear Chanel is a status statement. When you wear Chanel No. 5 perfume, you're gaining a piece of the classic Chanel, since the designer herself handpicked the fragrance. To own Chanel No. 5 is to own a piece of history. The slogan is directed towards any woman who is loving towards the fashion industry or the Chanel brand itself. To "Be Chanel" is every one of those women's dreams.
"If for any reason the ad concept is not fully communicated, the tagline can clarify or round out the communication."
( Advertising By Design, 2nd Edition. Robin Landa pp. 102).
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