Brand Audit Titan Watches

Topics: Brand, Brand management, Logo Pages: 5 (1386 words) Published: January 30, 2013

With presence in over 4 continents and 40 countries,$ 1.46 billion company, Titan is the World’s fifth largest and India’s largest wrist watch manufacturer. The company has grown to develop and offer Titan, Octane, Regalia, Fastrack, Nebula, Raga Xylys brands in the wrist watch market and has extended to jewellery and accessories market through the brand Tanishq in 1995 and more recently has entered into eye wear by launching eye gear sunglasses and prescription sunglasses. As market leaders with over 60% market share in domestic organized watch markets, Titan has recently claimed to have manufactured the world’s slimmest watch – Titan Edge through devotion to extensive R&D activities.

Titan had set up its first plant for the manufacture of analog electronic watches in the state industries promotion corporation of Tamil Nadu at Hosur in the year 1984 and went on to get into an collaboration agreement with France Ebauches for technical documentation and assistance in procurement of equipment and materials. In the year 1991 a joint venture Company along with Economic Development Council of Goa, Daman & Diu Ltd., in the name of Titan Time Products, Ltd., was set up at Goa, for the manufacture of Electronic Circuit Blocks. The name of the Company was changed from Titan Watches, Ltd. to Titan Industries Ltd. in the year 1993, in view of the fact that the Company's products consisted of not only watches but also jewellery. Since then the company has consistently captured new markets and thrown out many existing players to capture market leadership in the domestic market and markets abroad.

Product Related Attributes

Some key unique features of Titan are:

1.Distinct watches in Gold and Leather.
2.Stylish watches in Gold and Precious metals.
3.Contemporary watches in stainless steel to withstand rigors of daily life. 4.Casual watches for youngsters and for outdoor use.
5.Jewellery watches in 18 carat Gold, studded with Gems and coloured stones. 6.Use of plastic dials for bold and contemporary design.

Brand portfolio

Some of the most notable brands in the TITAN’s portfolio are:

Titan Edge - World’s slimmest watch (at 3.45mm) that epitomizes the philosophy ‘less is more’. Titan Raga - a feminine and opulent accessory for today's affluent woman Nebula - watches crafted with solid 18k gold and precious stones Sonata - India's largest selling watch brand to suite the common man's wallet Xylys - a Swiss-made, impeccably designed watch for the connoisseur and new age achiever Fastrack – watches created to accessories the trendy youth of today

The watch division also boasts of collections such as Automatic, Heritage, Nebula, Orion, Raga, Zoop and series like Aviator, Octane and WWF. Brand Exploratory

Customer Knowledge

TITAN has revolutionized the watch market by making quartz its watch and is the unquestioned leader in the segment. Many consumers’ brand associations for TITAN were “simple and stylish”, “Elegant”, “High Quality”. The mental map is given below for the TITAN watches.

Sources of Brand Equity

The brand name “TITAN” is classical and is based on Greek mythology.

Brand Name



The pervasive blue-coloured Tata logo which was planned by the Wolff Olins consultancy was given a modification to make it more Greek like , curbing the circle around to make a base and giving it black and grey colour amalgamations and so the TITAN logo was born. The logo represents indefiniteness.

Brand Meaning: Titan personifies anything of size, strength, or achievement.
Memorability: The name is very easy to recall and recognize

Likeability: The brand name is fundamentally...
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