Global Branding
The basic idea of a CBBE model is that the power of the brand lies in the minds of the consumers. They are the firm’s building blocks to guide its marketing strategies. (Brand & Butter Blog, 2010)
1. Salience
The basic step of the pyramid talks about the brand awareness.
Swatch was developed in early 1980 as a trendy line of watches with a full brand identity and marketing concept. (Wikipedia, 2014) Being a part of the Swiss Group, which has an iconic brand image, swatch is a highly recognizable company across the globe. It provides different product models such as the lifestyle collection, color, stripes Swatch & Art, etc.
Founded in 1848, Omega symbolizes accomplishment and perfection. It is a Swiss based well-established and recognized brand of high quality and authenticity. It is recognized all over the world as a certified marine watch, Olympic time keeping watch, choice of NASA being the first watch on moon. (Slideshare.net, 2014)
The second step of the pyramid has two blocks that add a meaning to the brand.
2. Performance
Swatch provides high quality and latest technology to its customers at lower prices. Synthetic materials are used for the watchcases accompanied by new ultra-sonic welding process and assembly technology. They follow aggressive marketing campaigns in order to gain popularity. It constants undergoes innovation by bringing new collections with trendy, stylish watches in the market.
In 1999, Omega proved to be a market pioneer by introducing its exclusive co-axial technology. It has made revolutionary progress by introducing innovative features and contributions like watch to bond ceramics and liquid metal, silicon-based balance springs, etc. (Daman.co.id, 2012) They believe in perfection and uniqueness and hence they have talented and craftspeople working towards making classy watches.
3. Image
Swatch can be described through adjectives like “youthful”, “stylish”, “adventurous”, “passionate”, etc. The brand
1. Salience
The basic step of the pyramid talks about the brand awareness.
Swatch was developed in early 1980 as a trendy line of watches with a full brand identity and marketing concept. (Wikipedia, 2014) Being a part of the Swiss Group, which has an iconic brand image, swatch is a highly recognizable company across the globe. It provides different product models such as the lifestyle collection, color, stripes Swatch & Art, etc.
Founded in 1848, Omega symbolizes accomplishment and perfection. It is a Swiss based well-established and recognized brand of high quality and authenticity. It is recognized all over the world as a certified marine watch, Olympic time keeping watch, choice of NASA being the first watch on moon. (Slideshare.net, 2014)
The second step of the pyramid has two blocks that add a meaning to the brand.
2. Performance
Swatch provides high quality and latest technology to its customers at lower prices. Synthetic materials are used for the watchcases accompanied by new ultra-sonic welding process and assembly technology. They follow aggressive marketing campaigns in order to gain popularity. It constants undergoes innovation by bringing new collections with trendy, stylish watches in the market.
In 1999, Omega proved to be a market pioneer by introducing its exclusive co-axial technology. It has made revolutionary progress by introducing innovative features and contributions like watch to bond ceramics and liquid metal, silicon-based balance springs, etc. (Daman.co.id, 2012) They believe in perfection and uniqueness and hence they have talented and craftspeople working towards making classy watches.
3. Image
Swatch can be described through adjectives like “youthful”, “stylish”, “adventurous”, “passionate”, etc. The brand
References: Brand & Butter Blog. 2010. CBBE Model: How To Build A Strong Brand. [online] Available at: http://brandandbutter.wordpress.com/2010/01/26/cbbe-model-how-to-build-a-strong-brand/ [Accessed: 10 Mar 2014]. Daman.co.id. 2012. OMEGA: Coupling Innovation with Quality. [online] Available at: http://daman.co.id/omega-coupling-innovation-with-quality/ [Accessed: 11 Mar 2014]. Facebook. 2014. Swatch. [online] Available at: https://www.facebook.com/SwatchUK [Accessed: 13 Mar 2014]. Mbaskool.com. 2014. Omega | SWOT Analysis | BrandGuide | MBA Skool-Study.Learn.Share.. [online] Available at: http://www.mbaskool.com/brandguide/lifestyle-and-retail/2817-omega.html [Accessed: 11 Mar 2014]. Omegascoreboard.com. 2014. Omega Management Group. [online] Available at: http://www.omegascoreboard.com/marketing.php [Accessed: 13 Mar 2014]. Singh, M. 2014. Brand audit report. [online] Available at: https://www.academia.edu/4854553/Brand_audit_report [Accessed: 13 Mar 2014]. Slideshare.net. 2014. Omega brand audit presentation. [online] Available at: http://www.slideshare.net/nattawutkim/omega-brand-audit-presentation [Accessed: 10 Mar 2014]. Slideshare.net. 2013. Swatch Creative Strategy. [online] Available at: http://www.slideshare.net/jcheavey/swatch-ppt-1?qid=dd279f2d-dc8a-475a-8fbe-c9b6b706e099&v=qf1&b=&from_search=2 [Accessed: 11 Mar 2014]. Swatch.com. 2014. about the swatch club - Official Swatch Website - Swatch International. [online] Available at: http://www.swatch.com/en/swatch-club/about-the-club [Accessed: 11 Mar 2014]. Wikipedia. 2014. Swatch. [online] Available at: http://en.wikipedia.org/wiki/Swatch [Accessed: 10 Mar 2014].