Rethinking Prestige Brands : Luxury Branding Essay

In order to get the attention of a potential buyer, a marketer must create an image that will stir curiosity and connect to the viewer’s subconscious mind. First, we see in the background, looking through a window out into the street at night. The middle ground shows a gold Rolex as the center of attention. In the foremost ground the copy reads “Add some elegance to your life.” “ROLEX” and the Rolex’s crown symbol. Most Watch’s advertising sets the time on the Watch to ten minutes after ten. This ad like most watch advertisements used the 10:10 method for the aesthetic reason.

Apple Inc. commonly known as Apple has effectively managed to be a successful company in a very competitive consumer electronics industry by been innovative and differentiating the company’s products with similar products in the markets by offering high quality products and good customer service while the actual manufacturing of the products is outsourced to trusted third party suppliers. On a wider perspective, the company has set high standards that even the company itself has to be on its level best to maintain the standards that it has set. Over the last few years, the consumer electronics market has

With regards to brand growth, the company absolutely needs to make strategic decisions to ensure that Omega becomes the world’s largest luxury watch. This would require substantial strategic decisions to be made especially related to the Omega’s product families and its associated communication strategies. The following are the recommendations or the new branding strategies:

The case study Preserve the Luxury or Extend the Brand presents a fictional dilemma, based on a real company, faced by Chateau de Vallois, a prestigious and famous wine-producing estate in the Bordeaux region of France. De Vallois is a family owned and run business; part owners are Gaspard de Sauveterre - a 75-year old majority owner, and equal partial owners: Francois de Sauveterre – Gaspard’s son and the chateau’s CEO , and Claire de Valhubert – Garspard’s granddaughter. De Vallois had fallen into a slow decline under its previous owner, but Gaspard along with Jean-Paul Oudineaux, his estate manager, had restored the chateau and since then de Vallois had been steadily profitable

Price is an important factor in Burberry as price affects the value that costumers perceive they get from buying a product (Jobber & Ellis-Chadwick, 2012). Burberry uses competitive pricing similar to its competitors which produces a psychological effect on Burberry customers (Jacobson, n.d). If Burberry for example lowered its price dramatically then customers may believe the quality has decreased and may presume it’s not worthy to be named a luxury brand. However by being expensive it suggest better quality and desire to sustain its customers as well as making there products seem exclusive.

This project intends to comparison of the stores of Swatch & Tissot watches. In the 1st stage of the project report the importance of branding in luxury retailing with specific reference to the watch I industry have discussed.

Branding is a tool to make the goods of one producer different from another producer (Keller, 2003). Carroll (2008) asserts that branding is a sign of quality, and it is helpful to increase

When shopping for a computer, one can look at the cost and compare it to other models. For instance, individuals usually have less to spend than organizations. The HP Envy model is adequate for companies looking for greater processing power (Intel Turbo Boost) (“HP Pavilion HPE,” 2011). The Dell Studio model is a little expensive; however, this model is adequate for small business and organizations. Similarly, the HP Companies looking for attractiveness will find the MacBook’s unique design quite appealing. Overall, these three models range in price from $649.99 to $1300.00, they are high end products known for quality and

Burberry, founded in 1856, is a leading international luxury brand. Burberry designs, manufactures and licenses apparel and accessories for distribution through its own stores and network of prestige retailers worldwide. In early 1998, the new management team at Burberry set out its strategy to reposition and revitalise the brand, which resulted in significantly improved results and strengthened the base to build the business. With continuous growth since last five years, Burberry has faced new challenges of brand sustainability and positioning in a volatile industry (fashion) where customer behaviour is unpredictable. Thus, it requires a strategy that lays foundations for long-term growth and addresses the issues

In essence, branding is all about differentiation and consistency. It always has been able to effectively establish an emotional relationship with customers. They compete with each other with the quality of watches that they make for example; Rolex provides a variety of choice for their customers and provides their wants and desires. This includes; by making their watches handcrafted, and putting diamonds into their watches to make it more luxurious etc. Another way for them competing is level of service provided. If a customer comes to Rolex they will ensure that they provide insurance and great level of customer service. This will increase repeat-purchase and brand loyalty among their customers. Rolex is considered untouchable in its position as the world’s leading luxury watch brand both in terms of industry prestige and its

1. A brief history of the brand: origins, key stages in its growth , etc.

CAROLINE. Ever heard the name? A student advertising freelancer. (Still no clue). It was Caroline who designed Nike’s SWOOSH logo for $35 in 1971. (Today you will have to pay a little more than that to buy the swoosh on a pair of ordinary Nike sneakers.)

The CCRC projects set an example of the industry and displayed innovation, social responsibly, and leadership. Other departments in which Hyatt emphasizes leadership are human resources and the management style that is practices on a global scare. Hyatt is proud to encourage, coach, and nurture employees via empowerment. “...Future leaders need to listen, have clarity of purpose, and be authentic”, Mark Hoplamazian, the CEO of Hyatt Hotels, tells Wharton Magazine, “One key essential element in being in a position to lead is being a great listener, and applying yourself to it in a very sincere way” (Wharton, 2012).

2． Powerful brand image associated with quality and superior hardware design: Apple continues to innovate in the area of hardware design. Some innovations are:their own A-series chips for iDevices: Where others use general purpose ARM based integrated circuit chips to drive their devices, each A-series chip is designed specifically for the devices it is to power, designed explicitly to meet Apple’s specific requirements; the unibody design for the laptops: provides a lighter, stronger case for the MacBooks; the multi-touch track pad on the laptops: was new & innovative; the magnetic charger connection on the MacBooks; all the iDevices: the build quality is surpassed by no other; The newest iPhone 5 is regarded as a gold standard in terms of its durability as well as the iOS. In each of these examples, hardware design – aesthetics aside – is always of high quality, and uses the latest technology that is ready.

On the first meeting at the board room, we announced our brand identity as luxury represented on our flagship model TX7. Although it was the most expensive and luxury model among us and other competitors, we found a success in the market with market share growth from 1% to 2.5% as shown in Figure 1. Most successful business takes time to build a reputation in the market, even more for the luxury market (Luxury brand management, 2008). TX7