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Conferring Superior Values via Smart Associative Brand Marketing
The essence of endorsement really is the exercise of imbuing a Brand with higher values drawn from the elevated character, persona and qualities of the endorser. This is why clean-living celebrity A-listers like David Beckham for instance are used so broadly to elevate numerous different lifestyle brands and consumer goods - pretty much right across the spectrum - basing the value transfer on good looks, enduring success and former sporting prowess - in that particular case.
The luxury watch sector is an interesting arena where values are really conferred in both directions. As you have a variety of celebrities being used to endorse each brand - while something like Rolex confers values in the other direction too - in terms of its own exclusiveness, luxury, quality and precision perceptions.
The idea behind endorsement is to add enhanced appeal to something by smart association. And if the association is not clearly defined and distinct or entirely appropriate, then it works to the detriment of both sides of the equation. While when the formula is totally right - then you get an exponential rise in profile both for endorser and endorsee alike.
As part of our own soft power marketing and campaigning we often tap into positive brand associations and self-enhancing brand markers - which help to elevate our own brand positioning and perception, and have us on occasion considered alongside brands with a higher consumer cachet and presence.
Brand Profile
Were we to actually pick a watch brand to reflect our own brand values and positioning it would likely not be Rolex because of its typically lofty price points and limiting exclusivity, while it could be Rolex based on our shared precision engineering, attention to detail, residual value and return on investment. We at Affino though pride ourselves on delivering a superior product with significant ongoing innovations, at a relatively affordable price point for all we deliver. We're certainly not a luxury brand and most definitely not a budget brand either, while running your business on Affino does indeed confer certain luxuries of ownership.
Rolex has the highest brand cachet currently of all the luxury watch brands, while it's not really a perfect match for Affino's Brand Values of smart, innovative, precise, efficient, productive, high-yield and relatively affordable!
In doing a quick Brand Profile exercise on Affino, and by process of distillation - we still find ourselves in the Swiss-made precision camp with nearest matches really being IWC and Omega. Since the IWC Aquatimer Perpetual Calendar is one of my favourite looking watches of all-time and one of the few that I might aspire to own - then that is the more apt brand marker on this occasion!
Addendum!
On further consideration - and in terms of the attention to detail and quality control - we have to also consider the Grand Seiko brand - which is currently fast rising in impact and appeal. Possibly only Patek Philippe can keep up with this highest quality of finish. Grand Seiko always goes its own way and is really appreciated for the refinement of its movements - in particular Spring Drive, as well as its superbly detailed and exquisitely textured dials! It's for sure consistently the best value luxury brand, while also often being the most technical - and is starting to see the more popular models increase in value over time, With branding it's always important to compare like with like and to maintain everything within the right context. Also branding is still mostly about perception and cachet. And in the public conscientiousness the Swiss brands still have something of an advantage. While for watch connoisseurs and those in the know - Grand Seiko is definitely the brand to invest in long-term. While in terms of value appreciation and actual 'investment pieces' then you're still best off with Patek Phillipe and Rolex! Of course here you need to classify and compare attention to detail, precision, refinement and return on investment - both in terms of utility and future practicalities. This is always goings to be a case of best-fit - and largely dependent on which assumptions you make, and where you decide to draw that best fit line!
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