Brand plan Essay Example | Topics and Well Written Essays - 1250 words

Brand plan - Essay Example ark of international quality, a brand that can be used as a yard-stick in daily jargon to compare excellence in product through flawless craftsmanship. Every Rolex watch tells the tale of an instrument that passes through a series of stringent tests in the manufacturing units supplemented by individual care in making sure it truly represents this undisputed royal watch brand. â€Å"Rolex watches are popularly regarded as status symbols† (Khurana, 2010) There are many reasons why Rolex is positioned in the market the way it is. It was a pioneer in the invention of wrist watches through the skill of its co-founder Wildorf in innovating Oyster waterproof case and screw crown. Rolex has many â€Å"first† which account for its â€Å"father-figure†, aristocratic and near-Godly stature. Rolex manufactured watches were the first to come with Kew â€Å"A† test, a prestigious achievement in the early 1900s that deemed it to be perfect in time keeping. Again, Rolex watches were the first to have â€Å"perpetual self winding rotor mechanism† that kept the watch at optimal tension and wound on its own at the slightest movement of the wrist. (Rolex.com, 2012) The watch and jewellery market is huge at the global level with international brands like Rado, Tag Heuger, Citizen, Gucci, Jaeger-LeCoulture, Schwarzkopf, Breitling, Victorinox (Swiss Army), Cartlier, Omega, Tissot, Movado, ESQ, Edward Mirell, marahlago, David Vurman, John Hardy, Roberto Coin, Ammolite, Llardo, Marco Bicego, Honora, Yvel, Tudor etc. Even though these watches make up for them mid-range watch and jewellery market they compete to a certain extent with Rolex to get a share of the larger customer base who are not Rolex loyalists. Rolex has numerous competitors in the 43.6 billion USD watch and jewellery industry. Rolex has released its Tudor in 1946 to eliminate stiff competition faced from mid-range wrist-watch brand like Tag Heuger and Rado. Its model categories: Prince, Princess, Monarch and Sport entered