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ROLEX

Brand elements, Brand Identity Analysis
by

Tatiana Svarkova

on 22 December 2014

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Transcript of ROLEX

Thank You for Your Attention!
1. Luxury Watch Market Overview
2. Brand Overview
2. Brand Elements
Tangible
Intangible
3. Brand Identity
Internal
-Physical
-Relationship
-Reflection
External
-Personality
-Culture
-Self image
4. Conclusion
Table of Contents:
Brand Overview
Brand Elements
Brand Identity
Relationship
INTERNAL
EXTERNAL
Physical
Reflection
Personality
Culture
Self-image
TANGIBLE
INTANGIBLE
Conclusion
Founded in London in
1905
by
Hans Wilsdorf
Since
1919
, base of operations in
Geneva
Conceived, designed, manufactured and tested by Rolex in Switzerland
More than 400 patents
#72 world´s most valuable brands
on Forbes Lists in 2014
#1 the most desired luxury watch brand
largest market share
Jaques Seguela statement: "You´re a failure if you don´t own a Rolex by the time you´re 50“
Name:
Rolex
Short, easy to say and remember, looks good on watch movements.
Logo
Crown
Royalty, high quality, a crown symbolizes prestige & perfection
Color
:
Green
Uniqueness & prosperity
Gold = excellence & rich tradition
Packaging
: Green box
Tagline
: "A crown for every achievement"
Products
: Flagship product line:
The Oyster collection
The New Cellini Collection
Advertising
: Demonstration of the brand´s prestige and the know-how, link to the company culture

Sources
http://www.dailymail.co.uk/news/article-1151060/Youre-failure-dont-Rolex-time-youre-50-claims-Nicolas-Sarkozys-best-friend.html

http://www.rolex.com/about-rolex.html

http://www.forbes.com/companies/rolex/

http://www.carrieres-rolex.com/careerWebApp/#/enterprise

http://www.europastar.com/world-watch-report/1004086875-the-most-desired-luxury-watch-brands-in.html
Swiss made

Unique and Timeless

Traditional but innovative

Excellence, Performance, Prestige
Support of top sporting and cultural events



Pursuing high-quality with attention to detail

“The Rolex way“

Elegant/Sporty

Dynamic and Sociable

Self-fulfillment & Success

Crown Logo on the dial, crown and latch

Green and Gold brand colors (Packaging, Advertising, Homepage)

Rolex World Headquarters in Geneva

Warranty & Chronometer certification
VIP Events
Product placement in James Bond (Submariner)
Trained sales force and One-to-one relationship

Self-confidence

Success and Sophistication

High Status and Social Value

Top of the mind brand

Partnership/Sponsorship events
: interest in architecture, sports (Golf, Sailing, Tennis, Formula 1, Ski, Horse riding, motor sports), art and culture, Rolex learning center

Social Responsibility
: Rolex awards for enterprise

Reputation
: most copied watch in the world, high quality, cutting-edge, status symbol, seen as investment piece

Country of Origin Effect
: Swiss are the finest watchmakers

relationship
culture
personality
physical
reflection
self-image
Lamborghini CEO
Tangible and intangible brand elements form the brand identity

Perfect merge between the internalisation and externalisation of the brand









Picture of sender = Picture of receiver
Culture is well established in communication








Rolex stayed loyal to its roots by keeping the internal brand elements


High cultural product
WorldWatchReport™
Luxury Watch Market Overview
Brand Concept
Positioning
Affluent clients that are seeking for
high quality & exclusivity
Typical Rolex owner is
older than 35
with significant purchasing power
Also
young professionals
with high income that like to show off
Athletic and dynamic people
that are involved in social upper class sports
Secondary Target:
Parents & Grandparents
who know the value of a Rolex watch and want to reward their (grand)child for graduation
Vision
Offering lifelong products as a crown for every achievement.

Mission
Provide highest quality and exclusivity to the clients through innovative watches that are made “The Rolex way”

Differentiation
Create a higher value for its watches by making recognizable, higher-quality timepieces inspired by the dynamism and ambition in upper class sports.
TARGET
Accessible luxury watches


Intermediary luxury watches


Haute Horlogerie

Full transcript