SCENTED BRANDING: THE CASE OF CHANEL N°5

In a highly competitive global business environment, attracting and retaining customers represents a key objective for any business organization, irrespective of its size and domain of activity. This is why branding, a marketing concept, constitutes a powerful tool for a company in order to face today’s tougher competition. This study aims to briefly define the concept of branding and illustrate the successful story of Chanel N°5, a famous perfume brand. In this respect, the author used a qualitative research method. The paper shows that successful branding plays an important role in obtaining remarkable business performances. As one of the most selling perfume worlwide, Chanel N°5 has remained since its emergence one of the most renowned fragrances for women launched under the brand of Chanel.