Keller's pyramid

 Swatch brand pyramid           

Based on the customer’s awareness of Swatch, customers started to compare brand with others to see weather it delivers on it’s potential, at this time, brand value pyramid comes out!

1. identity =who are you= deep broad brand awareness = brand salience 

As for the Swatch, launched in 1983, is more than a wristwatch. Swatch has characters, which is essential for customers to differentiate and identify from watch market. Firstly, we can put a lot of tags on swatch brand like bright, colorful, funky designs, lightweight plastic watch, as well as fast moving fashion accessory which are the core identities of this brand; meanwhile, these physical specificities are just expressing tangible views of Swatch brand. On the contrary, the people who wearing Swatch are experiencing stylish, provocative, joyful and fun process simultaneously.

2. Meaning = what are you = points of parity and differences= exist in customer’s minds related to performance and imagery

    Everyone knows a Swatch when they see one. There are some points of differences existed in the consumer’s mind associate with Swatch brand. Except the unique and significant characters as I mentioned last paragraph, there must be some different stuff that make Swatch distinctive. 

    

    Firstly, Swatch has created a bold new styling. In 1983, bold new styling, various fashion and art designed Swatch brand had been launched, which is a milestone in watch market in that age.

    Secondly, the reason can not be ignored that why Swatch are famous around world is that it’s Swiss made; which means Swatch are expose to high-technology, highly branded and fully accurate. Meanwhile, highly skilled labor and sophisticated knowledge about making watch promote Swatch brand to reach a new level.

    

    Thirdly, the company now sells more than a dozen different types of watches, for example, the Irony series, the Scuba series, the Skin family and the Paparazzi series with internet-connect. The varieties of products provide customers with more accesses to satisfy their demand.

    Last but not least, the price, for some targets are affordable, for others are economic, even for some people are luxurious. Because Swatch positioned the products targeting various segments of market, which will be able to defend against competitive attacks and emerge as the segment leader.

3. Response = what about you = positive and accessible reaction=brand judgment and brand feeling

   Swatch is always not a just a watch, it’s kind of way to communication. It places so much room for their customers to express their feeling and judgment. On the Swatch side, they provide variety of products for different age group, for different occasions. Thus, on the customer’s side, they get their satisfaction from Swatch brand. They’ve enjoyed their social status that Swatch brings to them; they’ve experienced the fashion tendency that Swatch created; they’ve even been gown up with the development of Swatch, which means that most of customers trust this brand, and dedicate to buy and support Swatch. That’s the reason why Swatch got so many good comments from websites.
 e.g. Swatch watch owner has to switch the brand
         Very happy with my purchase on Swithzerwatch.com
         A professional Jibe to the Wrist-SWATCH
         A swatch is a swatch is not just a watch
         Swatch- Fall in Love

4. Relationships = what about you and me = intense and active loyalty=brand resonance=love marks

   Swatch has created a very good relationship between products and customers and build strong loyalty from customers, which bring Swatch to reach love marks level. This piece of wristwatch makes people think life can be good with Swatch. In order to maintain or increase the loyalty from customers, Swatch has developed a professional and intimate group for their loyal fans. In such group, group members can enjoy their privileges; for example, they will get access to limited Swatch watch; they will get invitation to their unique events and promotions; they will have chance to meet athletes and designers, and so on. Group also provides very personal service for different customers in term of language. With these appealing premium offers, no fan can refuse to support their beloved brand.

Ice Watch

1. Brand Identity

Ice Watch is a young brand created in 2006 in Belgium. According to its founder and CEO, Jean-Pierre Lutgen, the success of its brand rely on a strong brand concept. The idea is simple: an affordable plastic and colorful watch that you can change often. Watches are no more a luxury product of a life time but a fashionable accessory. Everything is colorful, nothing is serious, Ice Watch has long been compared to toy watch and even the packaging has been inspired by the concept Lego. Change is a social value of the new generation, because of mass consumption, they don't buy things to last forever, they need the latest products, the latest fashionable products.

And Ice Watch is taking advantage of this tendency.

Change. You can.

Ice watch has a community of almost 5 millions facebook fans who see the Ice Watch products as trendy, funky and fashionable. The product is easily recognizable, the brand identity is well communicated.

2. Brand Meaning

Ice Watch identified that people wanted changeable watches, that match their clothes and moods. The performance of the brand is good as it meet its customers needs on design, style and price. Comparing with other brands, Ice Watch is fashionable and young thanks to its marketing campaign. People do not often know it is produced in China so the product image is not damaged and people think it is a good quality product.

The brand also meet its customers' needs on the social and psychological level. Indeed people wear it to be seen as fashionable, it is the latest crave. Thanks to the advertising campaigns featuring stars like David Guetta, the Black Eyed Peas, Avril Lavigne, the brand is seen as a popular, young and dynamic. Thanks to worldwide famous stars wearing this watch, the brand has a high social value. Its marketing campaigns are very efficient.

3. Brand Response

Customers make judgment about brands, according to them, Ice Watch is not of bad quality. The perceived quality may become an issue in the future as the watches are not made in Swiss but as expensive as the Swatch one.

With such a big communities and 4.3 million watches sold in 2012, we can see that this brand is trusted. People connect with this brand because they have a feeling of fun and excitement.

4. Brand Resonance

This is the last level of the brand equity pyramid,the one that all brands want. Does Ice Watch has succeed to achieve brand resonance ?

As Ice Watch is the latest crave, it has for now. People like to have several products in order to match their clothes and do make repeat purchases. They are loyal and have a sense of community (4.9 million fans on Facebook)...

But is this going to last ?

The Ice Watch phenomenon is recent and thanks to huge amount of advertisement, the brand resonance is high. But when the watches won't be as new and the trend will fade, it is not sure the brand will survive.

By Minna Chang and Elodie Soudan

sources:

http://www.swatch.com/zz_en/about/history.html

http://theswatchers.blogspot.fr/2011/11/indentify-prism-by-kapferer.html

http://www.integratedbrands.org/brands/swatch/@@details

http://www.slideshare.net/asokendu/a-marketing-analysis-of-four-brands-of-watches-hmt-titan-swatch-tag-heuer

http://books.google.fr/books?id=VTkuUbNpNAQC&pg=PA189&lpg=PA189&dq=swatch+customers&source=bl&ots=68PIu-QCPG&sig=qTgoNUCyUN4_f8HimrqdTzwOhyQ&hl=en&sa=X&ei=USGdUoOhCIGV0AW4rICIAg&ved=0CHQQ6AEwCA#v=onepage&q=swatch%20customers&f=false

http://www.mouthshut.com/review/Swatch-review-nnottlsnu

http://veloursmag.blogspot.fr/2010/12/have-you-picked-out-colour-yet.html

whattoseeinibiza.com

http://www.wonderlandmagazine.com/2013/11/profile-ice-watch/

http://www.mindtools.com/pages/article/keller-brand-equity-model.htm

http://www.nigelohara.com/articles/style-file/which-celebrities-wear-ice-watches

ice-watch.com/