Brand archetypes

The Brand Archetypes that have been chosen comes from the course.

It has been chosen to classify Swatch and Ice Swatch as the companies see themselves .

Ice Swatch , despite the low price, stays a graceful watch that represents the order. It inherits the wise side of Swiss watches. So that Swatch can be classify as a "Magician" , the perfect blend between the "Sage" and the "Hero".

Besides, the strategy choosen by Ice Watch is quite different. The brand plays on colorful colors, on its style and don't hide the fact that it is produced on China. This is why its archetype is the "Explorer" even though it can be seen as the "Outlaw" of a market where Swatch has settles its roots since ages.

Mohammed B.