From Screen to Symbol

This study explores how Chanel's cinematic presence in contemporary films contributes to the communication and reinforcement of its brand identity and cultural relevance as luxury brand. In the context of a digital era marked by content saturation and evolving consumer preferences, traditional advertising has become less effective for luxury brands. Chanel, as a leading luxury brand, has responded by integrating its identity into contemporary films through product placement and branded entertainment. While this strategic shift is visible in the media, academic research has not yet clarified how this cinematic presence contributes to the construction and reinforcement of brand identity and cultural meaning for luxury brands. To address this gap, the present study systematically analyses Chanel's cinematic presence in five purposively selected English-language commercial films released between 2005 and 2025. This study employs qualitative content analysis, drawing on Kapferer's Brand Identity Prism, Russell's three-dimensional model of product placement, and Hudson & Hudson's Integration Type, each operationalised into coding indicators for visual and narrative elements. The films were chosen for their cultural impact and the narrative or visual importance of Chanel's presence, ensuring a representative sample of contemporary cinematic branding. The results indicate that Chanel's cinematic presence functions as a multi-layered branding strategy, shaping perceptions of femininity, exclusivity, heritage, and emotional resonance. Four overarching themes emerged from the analysis: femininity and empowerment, construction of exclusivity, heritage and craftsmanship, and emotional symbolism. The analysis demonstrates that Chanel's approach often surpasses passive product placement, achieving the deeper integration characteristic of branded entertainment, wherein the brand is integral to narratives, character development, and emotional resonance. This study refines the conceptual differentiation and interaction between product placement and branded entertainment, offering a comprehensive framework for understanding luxury brand integration in film. The findings contribute to academic debates by demonstrating how cinematic presence reflects and shape cultural values, while defining the mechanisms through which luxury brands maintain relevance and aspiration in contemporary media. From a practical perspective, the results provide actionable insights for brand managers, marketeers, and filmmakers seeking to achieve effective and culturally relevant brand integration. The qualitative nature and focus on a single brand limit the generalisability of the results, indicating that future research could compare other luxury brands or employ quantitative methods to broaden understanding. The study highlights the cultural and symbolic power of cinematic presence as a mechanism for luxury branding in the digital era.