By Julia
1. Commitment
Swatch attracts many committed collectors and passionate fans. In general Swatch represents differentiation, simplicity and high value for low price.
2. Protection
The brand name and designs are protected by intellectual property rights.
3. Clarity
Even though Swatch's customer base is extremely wide, the brand is clearly definable and positioned.
4. Responsiveness
Swatch is able to adapt the changes in the market. In case of recession, Swatch watches are generally affordable and even low price. in case it seems the consumers are ready to invest more on their watch, Swatch offers dress watches for up to $370. Swatch offers a watch for everyone.
5. Authenticity
As a Swiss watch brand, Swatch can be described as authentic. Even the brand logo point out the Swiss heritage, which definitely affects on the value of the brand. Swatch surely has loyal customers for decades due to their high quality and renewable collections.
6. Relevance to customer needs
The product selection of Swatch is extremely relevant for any consumer. An added value is created with the quality, simplicity and affordable price, which reflects from customer needs.
7. Clear messages
Watches are pretty simple products, and Swatch is keeping low profile with the technicality, which helps Swatch to communicate about their products. Swatch is able to communicate very clearly and consumer are able to recognize the brand wherever it appears.
8. Duration
Swatch has been able to communicate consistently over the years. This far Swatch hasn't faced any scandals. On the other hand the ongoing "Playground" campaign with MTV brings constant publicity and visibility to Swatch.
9. Presence
Swatch is not remarkably present in the social media. On the other hand, the strategical locations of the boutiques and high visible campaigns such as the "Playground" guarantees that the brand won't be forgotten.
10. Differentiation
The highly creative but simple product range of Swatch has created the distinctive brand image for Swatch. The brand is one of a kind and the computing low-cost brands have not been able to create such community and hype around their watches.
Sources: www.swatch.com, www.swatchandbeyond.com
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