Rolex Brand Resonance Pyramid
Rolex Brand Resonance Pyramid Ultimate Social Status: Extremely loyal consumers. High repeat-purchase rate. Much affiliation and Resonance attachment. Part of elite society. Extremely High Quality: Exclusive and The best watches in the Self-Rewarding: Judgments Feelings world. Maximum quality, Feelings of success and innovation, and design. high social status. Social approval and self-respect. True Luxury Product: Hand-crafted timepieces Performance Imagery Classic and made from premium Achievement Image: materials. Perpetual Elite luxury image self-winding technology. through sports and Official crown logo. cultural ambassadors. Exceptional customer Salience Status symbol. service. Holds value well. Classic heritage. High Awareness: FIGURE 8-10 Most commonly recalled luxury watch in the world; Rolex Brand Resonance more depth than breadth. Pyramid Source: Keller (2013) Brand Insights -31
