To continue our analysis of Swatch and Ice watch, we wanted to understand what the people were thinking about it. So we decided to conduct a little research and we have prepared a survey.

We have asked the people what adjectives or word they were associating with each brand (surveyed population = 31 people).

This analysis might look simple on the paper but is actually a really good way for the brands to clearly understand how they are perceived by the general population (consumers and non-consumers). Once the company is aware of this, they will be able to take the relevant action. For example in terms of communication, to emphasize or to change the people’s perception (in case of a bad brand association).

Here are the results for our two brands:

Could you guess which one is Ice Watch? And Swatch?

Versus
Word cloud on the top = Swatch

Swatch is described as a colorful, fun, Swiss and affordable brand.

All of this is very positive feedback. We had a very small minority of people who disliked Swatch. This is a good result for Swatch as it is in line with the image they want to give to their customers. We can also notice that people were describing the points of parity of the brand (affordable and fun watches), but could identified the points of differences (Swiss, quality).

Word cloud at the bottom = Ice Watch

Ice Watch on the other hand is described as a colorful, trendy, bling-bling, cheap, rough and even a copy.
This is pretty obvious people do not see Ice Watch as they picture Swatch.
Here, most of the adjectives are more negative and overall the feedback is not good. This is clearly something the brand needs to be aware of in order to survive.


In this battle, Swatch takes clearly the advantage in the people’s heart: Where Swatch is perceived as a solid and reliable brand, Ice Watch is a “disposable” brand, certainly colorful and cheap, but most of all as a trend that will not last.

FP.