CUSTOMER BASED BRAND EQUITY

CG, LH, FP, J-...

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COMPETITORS ANALYSIS

Comparison between 2 main competitors of Swatch and Ice Watch. Casio and Louis Pion compete with Swatch and Ice Watch on the low-cost segment market. It is interesting to notice that even if they compete on the same market, Casio and Louis Pion don't target exactly the same type of customers as Swatch and Ice Watch. Each brand tries to propose its...

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LOVEMARKS OR NOT ?

Before to start this article, let’s present what is exactly the concept of Lovemarks. Lovemarks is a concept used to reveal deep feeling that consumers could have for a brand; how brand inspire them. “Lovemarks reach your heart as well as your mind, creating an intimate, emotional connection that you just can’t live without. Ever.” (source: www.lovemarks.com...

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CONSUMER PROFILE

On the watchmaking market, consumer segmentation is characterized by 4 criteria: Age Gender Price Lifestyle For the both brands (Ice Watch and Swatch), there are just two criteria to take in account to define the customer profile: lifestyle and price. We will make a comparison between both profiles. ...

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BRAND POSITIONING : ICE WATCH

COINCIDENCE? Let’s get straight to the point, nobody can deny Ice Watch does not sound similar to Swatch. Beyond the name, Ice Watch has the same price positioning and uses the same codes than Swatch. And we are not only talking about the global line but also about some specific models. For example, if we have a look on Ice-Love by Ice-Watch...

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BRAND POSITIONING : SWATCH

- THROWBACK -  “Positioning is not what you do to the product. It’s what you do to the mind.” - Jack Trout. In the early 1980s, the brand Swatch had already established a clear positioning as you can see in the leaflet below (1983). Without going into any details but with a cursory look to the ad, consumers can perceive...

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