Human branding- Swatch brand Personality-Steering wheels - Brand management Essay Example

Sana Karker
Sébastien Schweblin

Human Branding

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More Brand management, Blancpain Essay Topics.

Nicolas Cosmadopoulos
Michel de Marsano

Groupe N°5

Brand History
The Swatch («swiss-watch») group was born in 1983 from the fusion of tw0 big swiss watches manufacturers.

In a crisis context for the watch industry in Switzerland, the brand managed to differentiate its products by selling the first Swatch, invented 3 years before. Thanks to Nicolas Hayek vision and skills to sell the

product, the brand is today the first watch company in the
world.
«Swatch, c’est la provocation, la couleur, le rejet des conventions. Swatch fait la nique aux prétentieux et aux snobs. Swatch est faite pour les riches comme pour les pauvres, pour les hommes comme pour les femmes, pour les jeunes comme pour les vieux.»
– Nicolas Hayek

Who am I?

Brand Steering Wheel

Everyone’s watch
Passion
The brand who
saved the Swiss
watch industry

How am I?

Competence

Benefits,
Reason why

Consumer
oriented
Fashion
Innovative
Accessible quality

Tonality

Imagery

What do I offer?
(Swiss) Time, creative/new object, low cost quality and accuracy, fashion accessory, community (swatch club), all style watches, worldwide dealership network, custom products

How do I appear?
Trendy, dynamic, sporty, accuracy – precision, unisex, tic tac sound, colorful, my first watch, wolrd leader, affordable, provocative, design, young

Steering wheel – Who am I?

«I am everyone’s
watch»

« I saved the swiss watch
industry »

« I am Passion »

Steering wheel – How am I?

« Innovative »
« Consumer-oriented »
« Fashion »
« Accessible quality »

Steering wheel – What do I offer?
« Time… »

« New object »

« Low cost quality and accuracy, swiss made »
« Fashion accessory»
« All style watches »

« Community »

« Worldwide dealership network»

Steering wheel – How do I appear?
« Trendy »
« Dynamic »
« Unisex »
« Colorful »

« Sporty »

« Personnal »

« Modern »

Means-end chain

Values

Souvenir

Utility

Affordable

Attribute

Low-cost quality

Self Evolution

Punctuality

Trendy

Swiss made

Group affiliation

identify personnality

innovative

All style watches
(color, design, material)

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