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1884
1884
Karl
Karl Elsener
Elsener
Opened
Opened cutlers
cutlers workshop
workshop in
in Ibach-Schwyz
Ibach-Schwyz
1891
1891
Supplied
Supplied the
the soldiers
soldiers knife
knife to
to the
the Swiss
Swiss Army
Army
1924
1924
the
the brand
brand and
and name
name of
of the
the company
company became
became the
the present
present
"Victorinox"
"Victorinox" ("Victoria"+"Inox")
("Victoria"+"Inox")
2002
2002
Victorinox
Victorinox acquired
acquired the
the American
American company
company Swiss
Swiss Army
Army Brands,
Brands,
Inc
Inc
2005
2005
Victorinox
Victorinox acquired
acquired Wenger,
Wenger, the
the other
other official
official supplier
supplier of
of the
the
Swiss
Swiss Army
Army knife
knife
130
130
years
years
Victorinox
Victorinox has
has licensed
licensed the
the Swiss
Swiss Army
Army brand
brand and
and shield
shield logo
logo to
to
companies
companies producing
producing watches,
watches, writing
writing tools,
tools, luggage
luggage and
and
clothing
clothing
Tools Present
1.
2.
3.
4.
5.
6.
7.
8.
9.
Large Blade
Small Blade
Nail Cleaner
Wood Saw
Scissors
Electricians Blade
Corkscrew
Combination tool
Hook
Differentiati
on
Made
Made in
in Swiss
Swiss
Each
Each product
product is
is an
an expression
expression of
of Swiss
Swiss quality
quality and
and
Swiss
Swiss pioneering
pioneering spirit.
spirit.
Relevance
Victorinox
Victorinox is
is the
the generic
generic name
name for
for Swiss
Swiss army
army knives
knives
Multi
Multi Blade
Blade pocket
pocket knives
knives which
which serves
serves multi
multi purpose
purpose
tool
tool
Esteem
Associated
Associated with
with Swiss
Swiss Army
Army mens
mens
NASA
NASA astronauts
astronauts have
have aa Victorinox
Victorinox knife
knife as
as standard
standard
equipment
equipment
Knowledge
130
130 years
years in
in the
the market
market
Each
Each can
can avail
avail only
only 22 Victorinox
Victorinox Swiss
Swiss knife
knife on
on all
all
major
major ecommerce
ecommerce site
site
Not
Not much
much promotion
promotion
Brand
Strength
Victorinox
Niche
Unrealised
Potential
Leadership
BAV
New,
Unfocused,
Unknown
Commodity or
Eroded
Brand
AAKARS MODEL
Former UC-Berkeley marketing professor David Aaker views brand
equity as a set of five categories of brand assets and liabilities.
Brand
Brand
loyalty
loyalty
Other
Other
proprietary
proprietary
assets
assets
Brand
Brand
Association
Association
ss
Brand
Brand
Awareness
Awareness
Perceived
Perceived
Quality
Quality
AAKARS MODEL
Brand identity consists of 12 dimensions organised around 4
perspectives:
David Aaker views brand equity as a set of five categories of brand
assets and liabilities.
Brand-asproduct
product
product scope-diversified
scope-diversified product
product portfolio,
portfolio,
product
product attributes,
attributes, quality/value-High
quality/value-High quality
quality
and
and multifunctional
multifunctional tool,
tool, usesuses- Multi
Multi Purpose
Purpose
tool
tool kit,
kit, users-US
users-US soldiers,
soldiers, country
country of
of origin
origin
Made
Made in
in Swiss.
Swiss.
Brand-asorganization
organizational
organizational attributes
attributes Have
Have aa clear
clear vision,
vision,
Set
Set clear
clear goal,
goal, Recruit
Recruit aa great
great team,
team, Divide
Divide
tasks
tasks equitably,
equitably, local
local versus
versus global
global
Brand-asperson
brand
brand personality
personality Defence
Defence personnel,
personnel, brandbrandcustomer
customer relationships
relationships
Brand-assymbol
visual
visual imagery/
imagery/ metaphors
metaphors and
and brand
brand heritage
heritage
Swiss
Swiss cross
cross logo
logo
Tools
Uses
Column1
Small blade
Pruning blade
Combination tool that combines the cap opener/screwdriver/wire stripper with the can opener
Wood saw
LED light
Magnifying lens
Scissors
Phillips driver
Hoof cleaner
Smaller tools:
Scale tools:
Tweezers
Toothpick
Small screwdriver
Multipurpose hook
Stainless pin
Reamer/sewing eye
Digital clock/alarm/altimeter/barometer/timer
Window breaker
Money clip
Keyring
THANK YOU