Heroes Kingdoms: Rolex VS Omega

Heroes Kingdoms: Rolex VS Omega

Hero brands often represent a positive success, to stimulate the consumer to achieve their own goals and make a difference. Design from the brand positioning and marketing strategy, the hero of Rolex and Omega are indeed representative of the brand.

"Smart showed off that the United Kingdom, extraordinary courage and boldness that of male." As the ancient myth of the most important subject, the hero at different times, under different cultural connotation of the rich and multifaceted. Heracles in Greek mythology, the hero type shows all-powerful, without ethical constraint of bravery, but in ancient China, the righteous spirit of the virtuous hero is an adorable object. Hero brands often represent a positive success, to stimulate the consumer to achieve their own goals and make a difference. Hero archetype is not brand opponents to fear war, they start probably by the challenger stance Sharu market, was able to continued success and progress is constantly targeting new competitors, initiated and challenge.

Design from the brand positioning and marketing strategy, the hero of Rolex and Omega are indeed representative of the brand. Both the waterproof and dustproof, durable and accurate performance of outstanding aspects of its exquisite design to help people go beyond the limit to overcome the difficulties. Rolex in the early years, "Wear a Rolex" (wearing a Rolex) advertising campaign to build a race car fan either, ski mountaineering or rescue fire fighting, can be found in the battlefield of the Rolex image, it Rolex erected in the minds of consumers and activists, adventurers, warriors and positive association between. Omega nor. From the Los Angeles Summer Olympic Games begin, it has been the official timer to assume the important task of the Olympic Games, only two lost to the Japanese brand SEIKO. Neil 1969. Armstrong (Neil Alden Armstrong) wearing the Omega on the moon, Omega jumped as much attention to the "Tide" brand one. Can be said that Omega sports arena as the winner, and constantly refresh the people define success.

The two heroes also have a brand Swiss origin has been peaceful for the past while Omega Rolex launched in recent years to challenge the hero ignited a battle between. Omega, Swatch Group CEO Nick belongs. Hayek (Nick Hayek Jr.) Four years ago, said: "Our ambition is stark: we want an equal footing with the Rolex, and three to four years over it." But watch the battlefield smoke, Omega this a newcomer to shake the old king Rolex, easier said than done? The late 70s of last century, when Japanese quartz watch rampant the world, the traditional Swiss watch industry had been hit, Omega and Rolex have devastated, the two different coping strategies to enable them to embark on a completely different way - - Omega will compete for the target replaced the Japanese brand, focusing on manufacturing quartz watches and mechanical watches; but Rolex watches shift the positioning for the jewelry, to high-end market. Facts have proved that Rolex made the right choice, but Omega is lost in the starting line. Thus, Omega decided to fight a brand marketing strategy, turnaround, familiar with the characteristics of the hero archetype and the brand connotation to shrinking the gap with competitors.

Desire to defeat the ambitions of Omega Rolex 007 movies in its sponsorship of the fully exposed, consumers almost forgot the most true Bond Rolex watches should not Omega. The past 30 years, as Rolex became popular in the market, fashion designer Lindy Hemming that Rolex watches have been unable to take the role of 007 Queen decided to choose Omega. Omega challenger appears to have been able to pose with "Golden Eye" and jumped more than 007 movies, unstoppable, not only because Rolex has been "a hero fade", then no longer fighting, but also from the strong Omega The challenge will, is willing to sponsor 007 smashed into the heavily movies. In the film, the actor must constantly watch as a secret weapon to every student - from cutting steel plate, detonating devices, injection wire, to pull co-star clothes metal zipper, all-powerful, a symbol of the heroic features of these amazing courage rose to the challenge of the spirit, Omega products along with the indestructible "tough guy" image painted on the equal sign.

Prototype of the brand is not only a hero to take the initiative to seek external opponent, time evolution is also force them to be good to themselves as rivals, and constantly self-transcendence. In the popular culture of the times, the hero of intent has been weakened, the traditional strength-based heroes are deconstructed, a variety of successful people, celebrities, stars began to play a heroic role, some ordinary people are moving because of its unusual sequence of moves into a hero. Hero brand is also facing stress from the original power of the outstanding success, from low-level trafficking Brave move to a higher level of demand in the heroic courage and spirit of the changes.

With the Omega function from the stress of high quality luxury fashion watch brand to brand development, marketing strategy, it began to use celebrities and successful people as heroes endorsement, delivered excellent, persistence, achievement, elegant brand value. If started from 1995 Omega "My Choice" advertising campaign, take the John F. Kennedy, Zhang Ziyi, Cindy. Crawford, Nicole. Kidman, George. Clooney and other political celebrities and stars as its brand ambassador facing page, below; the contrary, although the selection of Rolex's distinguished sports and the arts make endorsements, such as Lang Lang, Yundi Li, Roger Federer and others, but these were apparently more low-key places more emphasis on personalities and temperament.

The inner spirit of the Brave-type external type hero hero hero to replace only one aspect of the brand against the same time, rigid male female hero hero faces a "strong words." With the rise of women's liberation movement and the awakening consciousness of gender equality, full of masculine hero is no longer limited to men, women heroes began to extend meaning, "Heroine" entered the era of the mainstream narrative of the main sequence. Some brands by passing out "is not only men can be a hero, women can" broaden the target consumer information, advertising and cultural subversion of the heroic male stereotype. Omega in 2002, sponsored by the movie "So Close", the beautiful wit, skill extraordinary heroine wearing a brave fight Omega products to show Charlie's Angels and to build the charm of rigid-flexible; Rolex in the last year "to a particular moment in life" The theme of advertising clear shot of "Heroine" image of women were different in the English Channel, Everest, supersonic aircraft, and Antarctica before the look of the land of adventure firm, resolute and fearless penetrate the brand attitude.

Whether the threat of competition from the outside or the self, the hero used to form the most arrogant of all the danger of destruction are hidden. In the Asian market, more and more of their fashion Omega, innovative features and well-received, and Rolex been young people as "antique watch brands." Especially in the current spending by the financial crisis and weak countries, Rolex significant loss of market share, while the Omega was able to dominate the Asian market. While Nick. Hayek, he boasted that year under the sea is only half realized - is still only ranked outside the top 150 global brands to go beyond Omega Rolex retaining its position within the top 100 things not overnight - - but the latter has been on pins and needles. Only address the existence of an adversary, the hero will shine a strong fighting spirit, brilliant war hero has a chance to spread the legend of the immortal hero.