Rolex triumphs as a symbol of success targeting wealthy individuals seeking status. Its watches communicate elite membership rather than practical use. Rolex associates with prestigious sports to position itself as the best. While fakes threaten exclusivity, promotions through sports and films increase desirability.

2. Brand Personality: Rolex triumphs as the “pinnacle of success” The communications strategy employed by Rolex is highly tribal targeting a narrow demographic. Rolex’s target market is stereotypically wealthy upper class individuals with high aspirations . Many possess a compelling need to demonstrate their status through products that have developed into idolised symbols of stature and class .

3. Brand Community: The brand community has developed because individuals who pride themselves on success are often eager to consume a product from a brand that will parallel their personal identity . Rolex’s successful identity within the market offers the brand its transformative power . People do not merit a Rolex watch simply for its practical use . Its embodied branded features act as a status symbol, a desirable object and one that communicates and unites an “elite group”.

4. Brand Strengths: Desirability Product Quality Branded features creates emotional branding Myth Market- “If you merit a Rolex, you are therefore a success” Transformative power for its consumers to aspire to other brand users/ social groups . Good promotion at some excellent sporting show pieces. Pricing strategy retains elite consumers and therefore doesn’t distort the brand’s well established identity.

5. Example of a recent Rolex Advertising Campaign:

6. The creative rationale behind the campaign: The discourse is direct and punctual and it reads like a checklist to see whether “you” as the consumer qualify to merit a Rolex . The text is used as a temptation tool to entice the consumer to purchase a Rolex; its effect similar to reverse-psychology. Greed and desire is the central ploy used by Rolex to suggest to the consumer that if you buy a Rolex you will belong to an exclusive, masculine community that are “a little more established” .

7. Psychology behind the campaign: The advert plants self-doubt and uncertainty in the consumer’s mind in regard to their status and personal identity . Many consumers will use products as a medium to communicate to their aspired social group . Just as brands create perceptual mapping in people’s minds, by bearing certain products individuals also create their own self-image that they wish to position in the minds of others .

8. Promotion:

9. How is the promotion effective? Rolex associates itself with many major sporting competitions. The competitions are for the elite sportsmen at the top of their game. Similarly, Rolex wish to be admired and idolized as a brand at the “top of their game” and therefore front events such as, Wimbledon, Monte-Carlo Masters and the Golf Masters. Rolex’s positioning in the sports industry is predominantly within the upper class gentry sports . Brand Community in mind.

10. Success demonstrates self-fulfilment and physical prowess which are qualities that Rolex wish to synthesise within their products. The product placement in the James Bond film adds to the desirability of the brand . The watch is perceived as possessing sexual desirability . Effectively, the brand gains further publicity and it becomes recognisable amongst a wider audience .

11. Brand Weaknesses: The Circulation of fake Rolex’s could distort the brands exclusivity. Small product width bearing in mind its global recognition. One could argue that with a more diverse product mix it could be more successful.

12. Ideas for Brand Diversification/Expansion Promotion/Sponsorship: British Motor Show Goodwood Royal Ascot London 2012 Equestrian Diversification: Expand product width- cufflinks, jewellery, stationery.

14. Brand Personality: Comical Likeable Recognisable Unconventional Young Target audience Active/ energetic feel Vibrant

15. Communications: Strengths: Digital: The website has a feedback section for its consumers which is a good way of understanding what the consumers want from a brand . After all, there should be a triadic relationship between consumers and the brand. Tango has a presence on

16. TV: The adverts are humorous which gives the brand a likeable quality . The humour correlates well with the brand’s comical culture . Its marketing campaigns ensure the brand is talked about and its post-modern innovation has helped the repositioning of the brand since its first launch in the early 90’s.

17. Example Campaigns:

18. Creative Techniques used: The imagery is captivating . The text is bizarre which is used deliberately to confuse/intrigue the consumers in order to get them to think about the message/brand . More likely to retain attention if it is surprising. “ Sod the panda” is edgy and conveys individuality which the brand wishes to incorporate as part of its “stand out” identity .

19. “ You know when you’ve been Tango’d” The brand has a To be able to use a brand name as a verb creates fantastic viral marketing and can generate brand users communications.

20. Examples of successful brands that employ this technique: Have you tried Googling it? Why don’t you YouTube it? Argos it

21. Communications: Weaknesses: Website: Some of the communication on the homepage is on the verge of tacky and naff, it appears that Tango are trying too hard to create a cool brand. It targets a narrow demographic of consumers within the market which makes it hard to compete with big rivals .

22. What Tango’s competitors are doing better: Better designed websites . Use sponsorship promotion effectively to target specific sub-cultures . E.g. Sprite Urban Games. Red Bull air racing. 3. Deeper product lines . E.g. Fanta Light, Diet Coke.

23. Ideas for Brand diversification/expansion Product width- Ice lollies, sweets. Consumer incentives- recycle 10 tango cans and win a “You know when you’ve been Tango’d” t-shirt/mouse matt/poster. Continue the unique can designs . Promotion at creative/comical events bearing in mind target audience e.g. Young stand up comedian awards.

24. 5. Public Exposure: Host a Brand festival Organise a mass fruit fight (health and safety providing) 6. Generate a buzz: Create a new Strap Line: e.g. Tango. Feel the buzz. Similar to: 7. Idents before “You’ve been framed!” or “Punkd” ”

26. Brand Personality Charitable Youth Organisation Founded by the Prince of Wales 1976 Business Mentors Promote youth enterprise Optimistic Inspirational Innovative – encourages entrepreneurship Community based

27. Brand Strengths Each year The Prince’s Trust supports disadvantaged young people to set up their own business. Public Exposure/awareness: Starbucks announced five-year partnership with The Prince’s Trust July 2009. A unique book, which is sponsored by Starbucks, will be launched and sold in Starbucks coffeehouses to raise funds for The Prince’s Trust. Palace to Palace is an annual sponsored cycle ride from Buckingham Palace to Windsor Castle, all in aid of The Prince's Trust.

28. Brand Weaknesses The Prince’s Trust needs to ensure that there is public awareness amongst the heart of the youth that it is trying to communicate with. If focuses a lot of its attention in Universities. However, most people at university will have greater access to finance to promote business than the 1 million + who are not in education, employment or training. It is predominantly these people who are the most disadvantaged and thus the most vulnerable to crime and therefore, they should be the Trust’s priority.