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EVOLUTION OF VICTORINOX

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

Typical Victorinox Swiss Army Knife

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

BRAND ASSET VALUATOR

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

BRAND ASSET VALUATOR

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

Aaker, a particularly important concept for building brand equity is


brand identitythe unique set of brand association that represent
what the brand stands for and promises to customers.

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

Pharmaceutical spatula(cuticle pusher)

Nail file/nail cleaner

Cyber Tool(bit driver)

Nail file/nail cleaner/metal file/metal saw

Pliers/wire cutter/wire crimper

Wood saw

LED light

Fish scaler/hook disgorger/ruler in cm and inches

Magnifying lens

Scissors

Phillips driver

Electrician's blade/wire scraper

Hoof cleaner

Bottle opener/screwdriver/wire stripper

Shackle opener/marlin spike


Can opener/small screwdriver

Smaller tools:

Scale tools:

Corkscrew or Phillips driver

Tweezers

Mini screwdriver designed to fit within the corkscrew

Toothpick

Small screwdriver

Pressurized ballpoint pen

Multipurpose hook

Stainless pin

Reamer/sewing eye

Digital clock/alarm/altimeter/barometer/timer

Window breaker

Money clip

Keyring

THANK YOU

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