brand equity model of rolex
Post on 22-Jan-2017
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Salience
Category Identification
•Highly recognized
• 100% Swiss-made
manufacturer
• Recalled as timeless luxury
watches
Salience
Needs Satisfied
• Social need
•Has a strong heritage since 1905
• Breadth of brand awareness is high.
• Comes to mind in usage situations like deep-sea diving
and mountain climbing.
Performance
Primary and supplementary feature • Elegance and Nobility• 25-45 mm long ,Steel body Style & Design• Exclusive design with finest raw material• Yellow/white/pink gold
Performance
Price• Between US$650 and US$75,000•GMT Ice reference 116769TBR - US$485,350Reliability, Durability, and Serviceability • Every Rolex tells a story• Produced in-house to the most exacting standards•Only official Rolex retailers are allowed to maintain a Rolex
Imagery
User profiles
• Popular in high class social groups
• Celebrities endorsing
• Young, urban professionals, athletes, classy, luxurious
Imagery
Purchase and Usage Situations
• Stores and shopping malls
•Worn in parties, meetings, sports matches
• PayPal Credit (Zero Interest monthly payments)
Imagery
Personality and Values
• Sophisticated (High class)
• Competence (Reliable and High Quality)
Imagery
Brand History, Heritage and Experiences
• Celebrity Endorsers
• Sponsored Events (Tennis, Golf, Motorsports)
•High Quality and Reliable watches
Judgement
Brand quality• Exclusive luxury wrist watches• Variety of product modelBrand credibility• Innovation• Leading brand
Judgement
Brand Consideration• Consideration setBrand superiority• Constant innovations• Pioneers• Intense & active relationship
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