Human Branding- Swatch Brand Personality-Steering Wheels

Sana Karker Sébastien Schweblin

Nicolas Cosmadopoulos Michel de Marsano

Human Branding

Groupe N°5

Brand History

The Swatch («swiss-watch») group was born in 1983 from the fusion of tw0 big swiss watches manufacturers. In a crisis context for the watch industry in Switzerland, the brand managed to differentiate its products by selling the first Swatch, invented 3 years before. Thanks to Nicolas Hayek vision and skills to sell the product, the brand is today the first watch company in the world. «Swatch, c’est la provocation, la couleur, le rejet des conventions. Swatch fait la nique aux prétentieux et aux snobs. Swatch est faite pour les riches comme pour les pauvres, pour les hommes comme pour les femmes, pour les jeunes comme pour les vieux.» - Nicolas Hayek

Who am I?

Everyone’s watch Passion The brand who saved the Swiss watch industry

Brand Steering Wheel

How am I?

Consumer oriented Fashion Innovative Accessible quality

Competence

Tonality

Benefits, Reason why

Imagery

What do I offer?

(Swiss) Time, creative/new

object, low cost quality and accuracy, fashion accessory, community (swatch club), all style watches, worldwide dealership network, custom products

How do I appear?

Trendy, dynamic, sporty, accuracy – precision, unisex, tic tac sound, colorful, my first watch, wolrd leader, affordable, provocative, design, young

Steering wheel - Who am I?

«I am everyone’s watch»

« I am Passion »

« I saved the swiss watch industry »

Steering wheel – How am I?

« Innovative » « Consumer-oriented » « Fashion » « Accessible quality »

Steering wheel – What do I offer?

« Time… »

« New object »

« Low cost quality and accuracy, swiss made »

« Fashion accessory» « All style watches » « Community »

« Worldwide dealership network»

Steering wheel – How do I appear?

« Trendy »

« Dynamic » « Unisex » « Colorful » « Sporty »

« Personnal »

« Modern »

Means-end chain

Values

Souvenir...