Rolex Study on Customer Perception

Topics: Rolex, Watch, Brand Pages: 14 (3597 words) Published: July 1, 2011

|Team B3 | |Anees P S | |Vineeth Vijayakumar | |Vineeth A | |Gopakumar P K | |Reshma G | |Ron Varghese | |Praveen Prakash | |Vivek Avanoor | |B Rakesh | |Madhurima Bhowmick | |Christopher Kurian |



What is a Brand?

A name, term, design, symbol, or any other feature that identifies one seller's good or service as distinct from those of other sellers. A brand is the identity of a specific product, service, or business. The word brand began simply as a way to tell one person's cattle from another by means of a hot iron stamp. When the brand gets a legal protection it is called a trademark.

Now that we have understood what a brand is let us see

“What is Brand Mix?”

A brand mix contains of features that can be categorised into seven distinctions which are:

✓ Brand and its ingredients

✓ Packaging

✓ Promotion

✓ Costing

✓ Pricing

✓ Sales

✓ Distribution

These are the various components of a brand which have to be taken into consideration while building and maintaining a good brand. The knowledge of all these components is essential if you want to make your brand a success in the target market.

The most important of all the above stated components can be said the “ingredients of a brand”. What are the various ingredients that constitute a brand? There are basically eight ingredients that build the brand™ constitute a checklist of what is needed for the brand to prosper. Without even one of the ingredients, the brand will be weak, destined for failure.


These eight factors can help build a good and successful brand which has a long healthy life.



The leading name in luxury wristwatches, Rolex has been the pre-eminent symbol of performance and prestige for over a century. Headquartered in Geneva, Switzerland, with 28 affiliates worldwide and replying on 4000 watchmakers in over 100 countries, Rolex continues to expand its long history of achievement and innovation.

Rolex the Swiss watchmaker is a more than 100 year old company. Over the past century, Rolex has built and defended a strong position in the high-end watch market. And it has remained independent even as many competitors have sought the shelter of conglomerates. Today, Rolex is the largest single luxury watch brand, with revenues of about $3 billion and annual production of between 650,000 and 800,000 watches.

The secret to its success are:

✓ a...
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