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Rolex Brand Management
15
Transcript
Work Cited
Rolex.com
Google Images
http://www.slideshare.net/vipromotion/sbm-03-rolexbrandaudit
Points Of Difference
Points of Parity
Known for Quality
High end Jeweler
The Rolex name
Use similar products
Rolex Rings
Prestigious history
ex. gold, silver, and diamonds
Brand Extension
Brand Mantra
Rolex Rings
Quality is synonymous
“In the name of – Rolex is synonymous with quality.
Rolex – with its rigorous series of tests that intervene
at every stage- has defined the meaning of quality.” (Rolex.com)
Male and Female lines
Wedding and engagement rings
Brand Equity
Research
Brand Plans
Brand Architecture
Rolex
Oyster
Cellini
Sky Dweller
Oyster men
Oyster Pro
Oyster Lady
Cellini Lady
Cellini Men
Resources
Measuring Techniques
Target Market
We would use Quantitative and Quantitative Research methods
Using Research Studies and Questionnaires
Neuvo Reich
21-44 years old
mainly male
new found fortune not given to them
Research who has bought rings and what their experience was
By Dorsey, Jake, and Ethan
Elements, Positioning, and Equity
Crown Logo and Name
Jewelry Stores, Vendors, and
Websites
Highly recognizable name and been around since the 1905 and still going strong
Marketing Mix
Price
Product
Men's rings = $8,000 - $150,000
Rings for all upper class people
Wedding and Engagement rings= $25,000- $750,000 and up
Distribution
Promotion
Jewelry Stores and Private Shipping
Sporting events
Art and Music shows
Performance
Programs
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