This document discusses Rolex as a brand. It covers the following key points in 3 sentences: Rolex is a highly recognized, luxury Swiss watch brand known for reliability, durability and innovation. They are market leaders with a strong heritage since 1905 and high levels of customer loyalty. The document analyzes Rolex's brand image, target users, perceived quality, credibility and feelings it evokes around social approval and self-respect.

1. T E A M
OCCLUMEN-C

2. T E A M
MEMBERSKhandker Nagib
Anwar
Maliha Mehzabin
Md. Khalek Imtiaz
Md. Jahidul Islam
FahadulAntu

3. Why Rolex?
• Market Leaders
• High Customer Loyalty
• Showed consistency in bringing innovations

4. Salience
Category Identification
• Highly recognized
• 100% Swiss-made manufacturer
• Recalled as timeless luxury watches

5. Salience
Needs Satisfied
• Social need
• Has a strong heritage since 1905
• Breadth of brand awareness is high.
• Comes to mind in usage situations like deep-sea diving and

6. Performance
Primary and supplementary feature
• Elegance and Nobility
• 25-45 mm long ,Steel body
Style & Design
• Exclusive design with finest raw material
• Yellow/white/pink gold

7. Performance
Price
• Between US$650 and US$75,000
• GMT Ice reference 116769TBR - US$485,350
Reliability, Durability, and Serviceability
• Every Rolex tells a story
• Produced in-house to the most exacting standards
• Only official Rolex retailers are allowed to maintain a Rolex

8. Imagery
User profiles
• Popular in high class social groups
• Celebrities endorsing
• Young, urban professionals, athletes, classy, luxurious

9. Imagery
Purchase and Usage Situations
• Stores and shopping malls
• Worn in parties, meetings, sports matches
• PayPal Credit (Zero Interest monthly payments)

10. Imagery
Personality andValues
• Sophisticated (High class)
• Competence (Reliable and High Quality)

11. Imagery
Brand History, Heritage and Experiences
• Celebrity Endorsers
• Sponsored Events (Tennis, Golf, Motorsports)
• High Quality and Reliable watches

12. Judgement
Brand quality
• Exclusive luxury wrist watches
• Variety of product model
Brand credibility
• Innovation
• Leading brand

13. Judgement
Brand Consideration
• Consideration set
Brand superiority
• Constant innovations
• Pioneers
• Intense & active relationship

14. Feelings
•Social approval
•Self respect