Brand
positioning is a crucial matter that can be discussed through two models.
The
first framework, namely the anatomy of the brand is composed of 6 brand-related
elements (domain, heritage, values, assets, personality, & reflection).
Let’s see how Swatch & Ice-Watch are doing.
Image source: Marketing Foundations, Jobber retrieved
from the professor’s class 3 ppt
Brand A: Swatch
Brand domain: The main target segment is young people who want to
buy trendy but affordable watches. Yet, there is a tremendous amount of
collections that target different segments so the audience is wide (Irony
Chrono for men, Scuba Libre for sportspeople, Lady Collection for women and so on).
Brand heritage: The brand is revolutionary since it came up with a new style and
more creative wristwatches. Swatch has achieved success over competition (Seiko
at the time) thanks to cheap products of good quality.
Brand values: Fashion, sports, and art are the three main pillars of
the brand philosophy. Also, the product diversification makes it easy for a
Swatch to be worn at every age.
Brand assets: The main POD is in the brand name! The brand name
comes from the contraction of “Swiss (made) watch” which gives Swatch. It is obviously
quality. Other assets are the design, the price and the material (plastic).
Brand personality: Young, trendy & fun.
Brand reflection: Customers become trendy by wearing a Swatch; as a matter
of fact they can buy several due to the cheap prices. In that way, they can
match their watch to the outfit they are wearing!
VS…
Brand B: Ice-Watch
Brand domain: Young
men & young women who like to be fashionable and who love embracing
changes. NB: again, the brand’s motto is “Change. You can.”
Brand heritage: According to JP Lutgen, “The
success’ key of Ice-Watch is simply a concept that is based on two main
pillars: the social value of change and high visibility, but also a trendy
target. We’ve created a watch that has a strong visual identity, an affordable
watch which fits perfectly in the evolution of consumption and the phenomenon
of change.” (2013). He also reported in another interview that “the functional
and aesthetic value of our packaging, which gives the brand a strong identity
and visibility. We also had immediate worldwide distribution thanks to a
highly-motivated distribution network.” (2012).
Brand values: Can go with any outfit or personality and “the word Ice is one part of the name of the brand
which was chosen for the values it conveyed, namely transparency and purity”,
dixit JP Lutgen.
Brand assets: The watches come in a wide range of bright colors
making up the whole light spectrum. They also exist in 3 different sizes (from
small to big) in a well-designed packaging. The material used is silicon.
Brand personality: Fashionable,
quirky & dazzling (in reference to the light!)
Brand reflection: The customer is fashionable in the manner of the big
stars wearing the watches.
Sources:
By
Mouna S.
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