Question

1. Please explain 4 Brand Assets of Rolex in Japan, and develop the media plan to promote the brand in the Japanese market.

Answer 1

Brand Assets of Rolex in Japan are as follows:

· Logo of the company: The characteristic crown logo of the company projects its premium quality and appeals to the consumers

· Typeface of the logo: The logo has the name of the company written in bold. This is another brand asset of the company, using which the consumers can identify the brand

· Graphic element: The crown used in the logo is the graphic element

· Brand colors: The colors green and golden project the royal appeal of the company

Integrated Marketing Communication (IMC) of the company:

· Digital marketing: The company can develop a dedicated website of business. The website can be user friendly as well as interactive so as to keep the customers engaged.

· Social media marketing: The company can develop profiles on social media platforms. This will facilitate direct interaction of the company with its consumers

· Experiential marketing: The company can conduct consumer meets and events where the potential consumers can come and try the Rolex products. This will play a huge role in influencing the purchase decision of the consumers