The document summarizes Swatch Group's brand management strategies. It discusses the company's portfolio of luxury watch brands including Omega, Longines and Tissot. It outlines Swatch's brand positioning as premium quality watches known for Swiss craftsmanship. Charts are included analyzing the brand's equity, customer decision making process, and Keller's brand pyramid showing how Swatch aims to create resonance through quality, style and premium imagery.

2. SWATCH GROUP

3. BRAND MANAGEMENT
1. Identity Red & White Colour
2. Label
3. Image Best Watches of High Quality
4. Perception Quality with style
5. Position Premium Quality watches

4. COMPETITION
Direct Indirect
Category Need Fulfilled Brand Product Generic
Competitor Competitor Competitor
Watches Accessories & Rolex Sports watches Bracelet
Life style
Tommy Mobile Phones
Esprit
Titan

5. BRAND ASSOCIATION
TIME
INTERNAT
IONAL
BRAND VARIETY
SWISS
SWATCH
GROU
HAND
DESIGN
CRAFT
VALUE
TECHNOL
FOR
OGY
MONEY

6. CUSTOMER·S BRAND DECISION
MAKING
( BUYING A WATCH UPTO RS.20000)
BRANDS
UNKNOWN KNOWN
LEON HATOT, BREGUET, OMEGA, TIFFANY & CO,
DROZ, UNION GLASHUTTE, LONGINES, TISSOT, CK,
MIDO, CERTINA &
FLICK FLACK TOMMY, ESPRIT,
ACCEPTABLE UNACCEPT INDIFFERENT OVERLOOK NOT PURCHASED
ABLE ED PRCHASED
TISSOT, CK RADO, TISSOT
SWATCH, --------------- OMEGA,
TOMMY, TIFFANY &
ESPRIT CO.,LONGI
NES

7. CONSUMER VALUE HIERARCHY
PRODUCT LEVELS ATTRIBUTES
CORE TIME
BASIC TIME/DATE/LOOKS
EXPECTED WATER PROOF, DURABILITY,
LONG BATTERY LIFE
AUGMENTED CUSTOMIZATION
POTENTIAL AND CRAFTED
EMOTIONAL WATC ES FOR EVERY
OCASSION
FUNCTIONAL TIME AND DATE
ECONOMIC VALUE FOR MONEY

8. KELLER
PYRAMID Resonance
High loyal to brand,
attachment to
brand
Judgment Feelings
Perfect blend Self-respect,
of quality and feeling different
style
Performance Imagery
Hand crafted Premium
premium material , lifestyle , Hi-tech
Style
Salience
High awareness , Range, Origin of the Corporate brand Swiss
Watches

9. KAPFERER·S BRAND IDENTITY
PRISM
Physique Personality I
E Elegance, N
High class, self
X Fit for all respect T
T occasion E
E R
R N
N A
A L
Relationship Culture
L I
Prestige,Confide Swiss hand made
I watches S
nce,Loyalty
S A
A T
T I
I Reflection Self Image O
O luxury Proud, Status N
N Image,Value
Oriented

10. BRAND ARCHITECTURE
Swatch Group
Co-Brands License
Endorsed Sub-Brands
Brands
Brands
Tissot Swatch Swatch
CK
Flik-flak Mido
Swatch
Swiss
Lo gi ess E dura
Timberla d
Rado E dura
Ma go
Omega
Hamilto
Breguet

11. BRAND PORTFOLIO
Prestige & Brequet, Bla c ai , Glashutte origi al, Jaquet Droz
Luxury Leo Hatot, Omega, Tiffa y & Co.
High Range Lo gi ess, Rado, U io Glashutte
,
Fg
Middle Tissot, Ck watch & Jewellery, Balmai , Certi a,Mido
Range Hamilto
Fv
Basic Range Swatch, Flik Flak
Dfv
Private E dura
Label

12. BRAND EQUITY
BRAND AWARENESS
PERCEIVED QUALITY
‡ SWISS BRAND
‡ HIGH VALUE FOR MONEY
‡ CELEBRITY ENDORSED
‡ EXCLUSIVITY
‡ ADVERTISEMENT
BRAND LOYALTY
‡ FAST RECALL OF BRAND
BRAND ASSOCIATION ‡ MAKES YOU FEEL
‡ SYMBOL DIFFERENT
‡ SWISS FLAG

13. GROUP MEMBERS
‡ Raje dra Ahuja ² 111
‡ Sushai Arora - 112
‡ Prateek Golchha ² 118
‡ Ayush Jai ² 123
‡ Rahul Kasat ² 129
‡ Pratik Ta war ² 152
‡ Ishaa Sabharwal - 156