Brand Audit Term Project Contents Brand Management Brand Audit Term Project Contents Brand Audit Term Project Contents Brand Audit Term Project Contents Brand Audit Term Product Contents Brand Audit T

Brand Management Brand Audit
Term Project

Contents
Brand Audit ....................................................................................................................................... 4
Brand Inventory ................................................................................................................................ 5
o History ........................................................................................................................... 5
o Company Profile ............................................................................................................ 5
o Collection ...................................................................................................................... 6
o Current Positioning In The Marketplace ....................................................................... 7
o Communication strategy............................................................................................... 7
o Celebrity endorsement ................................................................................................. 7
o Mystery ......................................................................................................................... 8
o Product-Related Attributes ........................................................................................... 8
o Pricing and Distribution Strategy .................................................................................. 9
 Brand report card ....................................................................................................................... 9
Brand Exploratory ........................................................................................................................... 10
o Customer Knowledge .................................................................................................. 10
 Perceptual Map .............................................................................................. 10
 Image Assosiations......................................................................................... 10
Current Sources of Brand Equity .................................................................................................... 10
o Rolex Ambassadors ..................................................................................................... 11
o Sports & Culture .......................................................................................................... 11
o Philanthropy................................................................................................................ 11
 Rolex Awards for Enterprise .......................................................................... 11
 Rolex Young Laureates Program .................................................................... 12
 Mentors and Protégés ................................................................................... 12
The Customer-Based Brand Equity Pyramid (CBBE) ....................................................................... 12
o Ambassadors and event .............................................................................................. 13
SWOT Analysis ................................................................................................................................ 14
o Weaknesses ................................................................................................................ 14
 Prisoner of its strategy ................................................................................... 14

 Difficulty to control the brand ....................................................................... 14
o Threats ........................................................................................................................ 14
 Counterfeiting: a threat to equity .................................................................. 14
 Youth does not recognize the brand ............................................................. 14
o Opportunities .............................................................................................................. 14
 Diversification ................................................................................................ 14
 Strengthen position in emerging markets ..................................................... 15
 Building brand community ............................................................................ 15
 Associate youth with Rolex ............................................................................ 15
 Connect with Female Customers ................................................................... 15
 Corporate Social Responsibility ..................................................................... 15
 Joint Venture to Support a Cause .................................................................. 16
 Rolex iPhone App ........................................................................................... 16
 Rolex Maritime Quarterly on ipad ................................................................. 16
 Attacking the counterfeit industry ................................................................ 16
Future of Rolex .............................................................................................................................. 17

olex is best known as the premier producer of fine watches in the world.
Recognized as an innovator in technology and marketing, the company is credited
with establishing the widespread popularity of the wristwatch in the early 20th
century. Rolex watches are prized for their precision timekeeping, durability,
functionality, and distinctive design. Rolex's mystique as a closely held private company and
its carefully cultivated image continue to strengthen the watch's desirability as a status
symbol as well as a precision instrument. Based in Geneva, Switzerland, where the company
opened a new headquarters in 1995, Rolex has become closely linked with a number of
major events in such sports as yachting, equestrian riding, golf, and tennis.
Ever since its creation, Rolex has consistently focused on establishing the renown of the
Rolex brand worldwide, ensuring that the Oyster is far more than a passing trend. To
safeguard its reputation for quality and reliability, Rolex has created a global network of
specialists who alone are qualified to guarantee Rolex owners worldwide of the authenticity
of their watch and the dependability of the features which ensure its longevity.
Brand Audit
The Rolex brand audit will consist of:
We will conclude by giving some recommendations to further enhance the positioning and
strengthening brand equity.