Henrys Chi Project

Brand Personality:

• Rolex triumphs as the “pinnacle of success”

• The communications strategy employed by Rolex is highly tribal targeting a narrow demographic.

• Rolex’s target market is stereotypically wealthy upper class individuals with high aspirations.

• Many possess a compelling need to demonstrate their status through products that have developed into idolised symbols of stature and class.

Brand Community:

• The brand community has developed because individuals who pride themselves on success are often eager to consume a product from a brand that will parallel their personal identity.

• Rolex’s successful identity within the market offers the brand its transformative power.

• People do not merit a Rolex watch simply for its practical use. Its embodied branded features act as a status symbol, a desirable object and one that communicates and unites an “elite group”.

Brand Strengths:

• Desirability• Product Quality• Branded features creates emotional branding• Myth Market- “If you merit a Rolex, you are therefore a

success”• Transformative power for its consumers to aspire to

other brand users/ social groups.• Good promotion at some excellent sporting show

pieces. • Pricing strategy retains elite consumers and therefore

doesn’t distort the brand’s well established identity.

Example of a recent Rolex Advertising Campaign:

The creative rationale behind the campaign: • The discourse is direct and punctual and it reads like a

checklist to see whether “you” as the consumer qualify to merit a Rolex.

• The text is used as a temptation tool to entice the consumer to purchase a Rolex; its effect similar to reverse-psychology.

• Greed and desire is the central ploy used by Rolex to suggest to the consumer that if you buy a Rolex you will belong to an exclusive, masculine community that are “a little more established”.

Psychology behind the campaign:• The advert plants self-doubt and uncertainty in the

consumer’s mind in regard to their status and personal identity.

• Many consumers will use products as a medium to communicate to their aspired social group.

• Just as brands create perceptual mapping in people’s minds, by bearing certain products individuals also create their own self-image that they wish to position in the minds of others.

Promotion:

How is the promotion effective?• Rolex associates itself with many major sporting

competitions.

• The competitions are for the elite sportsmen at the top of their game.

• Similarly, Rolex wish to be admired and idolized as a brand at the “top of their game” and therefore front events such as, Wimbledon, Monte-Carlo Masters and the Golf Masters.

• Rolex’s positioning in the sports industry is predominantly within the upper class gentry sports.

• Brand Community in mind.

• Success demonstrates self-fulfilment and physical prowess which are qualities that Rolex wish to synthesise within their products.

• The product placement in the James Bond film adds to the desirability of the brand. The watch is perceived as possessing sexual desirability.

• Effectively, the brand gains further publicity and it becomes recognisable amongst a wider audience.

Brand Weaknesses:

• The Circulation of fake Rolex’s could distort the brands exclusivity.

• Small product width bearing in mind its global recognition. One could argue that with a more diverse product mix it could be more successful.

Ideas for Brand Diversification/Expansion

Promotion/Sponsorship:• British Motor Show• Goodwood• Royal Ascot• London 2012 Equestrian

Diversification:• Expand product width- cufflinks, jewellery, stationery.

Brand Personality:

• Comical

• Likeable

• Recognisable

• Unconventional

•Young Target audience

•Active/ energetic feel

•Vibrant

Communications:Strengths:Digital:

• The website has a feedback section for its consumers which is a good way of understanding what the consumers want from a brand. After all, there should be a triadic relationship between consumers and the brand.

• Tango has a presence on

TV:

The adverts are humorous which gives the brand a likeable quality.

The humour correlates well with the brand’s comical culture.

Its marketing campaigns ensure the brand is talked about and its post-modern innovation has helped the repositioning of the brand since its first launch in the early 90’s.

Example Campaigns:

Creative Techniques used:

• The imagery is captivating.

• The text is bizarre which is used deliberately to confuse/intrigue the consumers in order to get them to think about the message/brand.

• More likely to retain attention if it is surprising.

• “Sod the panda” is edgy and conveys individuality which the brand wishes to incorporate as part of its “stand out” identity.

“You know when you’ve been Tango’d”

• The brand has a•To be able to use a brand name as a verb creates fantastic viral marketing and can generate brand users communications.

Examples of successful brands that employ this technique:

• Have you tried Googling it?

• Why don’t you YouTube it?

• Argos it

Communications:

Weaknesses:

Website:• Some of the communication on the homepage

is on the verge of tacky and naff, it appears that Tango are trying too hard to create a cool brand.

• It targets a narrow demographic of consumers within the market which makes it hard to compete with big rivals.

What Tango’s competitors are doing better:

1. Better designed websites.

2.Use sponsorship promotion effectively to target specific sub-cultures.

• E.g. Sprite Urban Games.

• Red Bull air racing.

3. Deeper product lines.

• E.g. Fanta Light, Diet Coke.

Ideas for Brand diversification/expansion

1. Product width- Ice lollies, sweets.

2. Consumer incentives- recycle10 tango cans and win a “You know when you’ve been Tango’d” t-shirt/mouse matt/poster.

3. Continue the unique can designs.

4. Promotion at creative/comical events bearing in mind target audience

e.g. Young stand up comedian awards.

5. Public Exposure:

• Host a Brand festival

• Organise a mass fruit fight (health and safety providing)

6. Generate a buzz:

Create a new Strap Line:

e.g. Tango. Feel the buzz.

Similar to:

7. Idents before “You’ve been framed!” or “Punkd””

Brand Personality

• Charitable Youth Organisation• Founded by the Prince of Wales 1976• Business Mentors • Promote youth enterprise• Optimistic• Inspirational• Innovative – encourages entrepreneurship• Community based

Brand Strengths

• Each year The Prince’s Trust supports disadvantaged young people to set up their own business.

• Public Exposure/awareness: • Starbucks announced five-year partnership with The

Prince’s Trust July 2009.• A unique book, which is sponsored by Starbucks, will be

launched and sold in Starbucks coffeehouses to raise funds for The Prince’s Trust.

• Palace to Palace is an annual sponsored cycle ride from Buckingham Palace to Windsor Castle, all in aid of The Prince's Trust.

Brand Weaknesses

• The Prince’s Trust needs to ensure that there is public awareness amongst the heart of the youth that it is trying to communicate with.

• If focuses a lot of its attention in Universities. However, most people at university will have greater access to finance to promote business than the 1 million + who are not in education, employment or training.

• It is predominantly these people who are the most disadvantaged and thus the most vulnerable to crime and therefore, they should be the Trust’s priority.