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Rolex Branding

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Rolex Branding
Presented by Jeannine Komonosky Long Le James E. Salter
Copyright © 2005 SalterQuest.com. All Rights Reserved.

Introduction
• Watch Industry • Key Brand Components • Current Brand Strategy • Image Associations • Perceptual Map • Competitive Position • Industry Analysis • Opportunities & Threats • • • • Strengths Weaknesses Brand Report Card Revised Branding Goal and Strategy • Revised Brand Messaging

Copyright © 2005 SalterQuest.com. All Rights Reserved.

Watch Industry
• History – Industry Grew up in Geneva – Swiss Watches have a Worldwide Reputation for Quality • Technological Developments – Mechanical Watches have 100 to 130 components – Light-emitting diodes (LED) – Liquid Crystal Display (LCD) – Quartz Analog • Brands now Compete on: – Features – Product Attributes – Positioning
Copyright © 2005 SalterQuest.com. All Rights Reserved.

Key Brand Components
• Early Publicity Advantages • Branding Challenge • Importance of Marketing • Role of Collectable
Copyright © 2005 SalterQuest.com. All Rights Reserved.

Current Brand Strategy
• Early Brand Strategy • Current Brand Strategy

Copyright © 2005 SalterQuest.com. All Rights Reserved.

Image Associations
Corporate Success Symbol Swiss Made Luxury Market

Prestige Sports

Wealth in Travel

The World of Rolex Luxury Adventure James Bond 007

Disposable Income
Copyright © 2005 SalterQuest.com. All Rights Reserved.

Perceptual Map
Prescious Stones Expensive Having It All Craftsmanship Wealth Affluence Quality Design Durability Prescious Metals

New

Conservative

Status

Time-honored Dress

Innovation

First

Rolex
Traditional Classy Sport Accuracy Functionality

Competitive Outdoors Winning Accomplished Cutting Edge Cool Sharp

Precision

Stylish

Adventure Worldliness

Daring

Copyright © 2005 SalterQuest.com. All Rights Reserved.

Competitive Position
• Market Segmentation • Types of Wealthy Consumers • Rolex

Copyright © 2005
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