Rolex Luxury Watches

Contemporary Brand Management

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Contents

Introduction………………………………………………………………………………………….. 3

1.0 The Brand………………………………………………………………………………………... 3

1.1 Background…………………………………………………………………………….. 3-4

1.2 Target Market…………………………………………………………………………….5

2.0 Brand Positioning………………………………………………………………………………..6

2.1 Brand Positioning Statement…………………………………………………………...7

2.1.1 Positioning statement for Comparethemarket.com………………………………...8

3.0 Brand Analysis……………………………………………………………………………………8

3.1 Brand Image……………………………………………………………………………...8

3.2 Brand Identity……………………………………………………………………………9

3.2.1 Name/Logo…………………………………………………………………………….9

3.3 Brand Awareness……………………………………………………………………….10

3.4 Brand Personality……………………………………………………………………….10

3.5 Brand Pyramid………………………………………………………………………….11-12

4.0 Advertising………………………………………………………………………………………12-13



5.0 Brand Management Recommendation…………………………………………………...13-15

Introduction

This report Rolex Luxury Watches brand presents a critical analysis of the brand keeping in view the relating brand concepts and academic models. By conducting a brand analysis report it will assess the brands image and positioning along with recommendations on how to further enhance Rolex Luxury Watches brand.

The Brand

A brand is a name, sign, symbol or design or a combination of them, intended to differentiate them from those of the competition. These theories however fail to capture the complexity and depth that branding involves (Keller 2003). Brand management involves the use of marketing (or more specifically branding) techniques, tools and methods to a particular product or a brand. The critical difference between a product and a brand is 'a product considers the functional and tangible issues of the brands attributes including quality and value issues as well as the consideration of the uses of the product' (Aaker. 1996).

1.1 Background

The origins of Rolex dates back to the early twentieth century. While pocket watches were still in everyone's pockets, Hans Wilsdorf, a young Bavarian 24-year was determined for shaping the futurity of the wrist watch. The initiating purport of Wilsdorf was to write just about the most inspiring pages in the chronicle of modern-day watchmaking so this led to two significant conceptions. Rolex invented the Oyster in 1926, the first base waterproof wrist watch with water and dust. In the year 1931, Rolex came up for the first time with a automatic mechanism with a ceaseless rotor system. IN the years that followed, Oyster produced a broad line, with a firm identity element and intrinsical qualities. Recognizable at first sight, the collection lets in over 170 models useable in 3,200 potential combinations of the watch. The appeal of Cellini heightened the choices available to users loyal to the fabled Rolex quality. The dependability and functioning of the brand established the global repute of the brand. Rolex was also the world-class wrist watch with a mechanically converting date on the dial, the foremost with mechanically varying day and date on the dial and the 1st to depict dual time zones simultaneously.

Now run by Patrick Heiniger, Rolex is located within a hundred countries. The company distributes its watches through a network of 28 branches and thousands of dedicated distributors, while ensuring the quality of their maintenance. The Rolex watches are made to hold out. Put together by hand, it gains from the knowledge and expertness accumulated by the company for decades. A Customer Service unique ensures the fluent performance of watches over time. It depends on the skills of almost four thousand watchmakers trained by Rolex, working for the affiliates than in Group distributors worldwide. Brand timeless and universal, Rolex carries on expanding ...