1. Brand Audit
of
Chan Siumei | Feng Yunru | Zhang Shun Yu Qiantao | Huang Chaohua | Zhao Meng

2. Agenda
Brand Overview
CBBE Model
Issues and problems
Limitations
Recommendations & Q&A

3. Tiffany &Co.
Brand Overview
• By Charles Lewis Tiffany &
Teddy Young,
• New York, 1837
• 76 best global company
• Prominent Tiffany Blue box
• Introduced 925 silver
standard and metric carat
• Initiator of 6-prong
diamond

4. Current Campaigns
 “What Makes True love”
 Engagement Rings Finder
 Christmas Collection

6. Current Campaigns
 “What Makes True love”
 Engagement Rings Finder
 Christmas Collection

7. Point Of Difference
POP POD
 Unique packaging
 Luxury Brand
 Engagement ring
 High Quality
 Design
Major Competitors

8. Brand Position
Self Position Perceived Position
High-end
 High-end
 Classic
Classic Fashionable
Low-end

9. Brand Audit – CBBE Model
Resonance
Judgments Feelings
Performance Imagery
Salience

10. Brand Awareness
60%
50%
Top of mind awareness
40%
30%
20%
10%
0%
Tiffany & Co Cartier Pandora Swarorski

11. Salience Breadth
 Strongly linked with wedding and engagement.
Male Wedding Female
Anniversary Wedding
Wedding
Wedding 17% 17%
Anniversary
20%
21%
Friendship
present
9% Engagement
Friendship present 18%
9%
Engagement
19%
Relationship
Relationship present present Occasional Self reward
Occasional 14%
19%
present Self reward present 14%
7% 5% 11%
Try to broader its Try to increase
market brand breadth!

12. Strength of Associations
Blue box(35%)  Prestige/Royal (30%)
Wedding(25%)  Luxury brand (25%)
Sliver(20%)  Panther (20%)
Luxury brand(10%)  Red(15%)
Romance (5%)  Watches (10%)
Breakfast at Tiffany (5%)
Improve positive
associations which
Tiffany is lack of now.

13. Performance
Most important attributes when choosing jewelries
 Design& quality,
 Price& reputation
 Low ratings on packaging & product category
7 7
7 6 6
6
5 4
4 3
3 2
2
1
0

14. Performance
Comparison of attributes
 Simplicity of design
 Large proportion of counterfeit in market
 Affect perceived quality
Try to improve market
9
9 9 9 supervision!
8 8 8
8 7
7 6 6 Tiffany
6 5 5 Cartier
5
4
3 2
2
1
0

15. Brand Elements-Name
Simple & Easy to Remember
3
Good name!
Meaningful 2 Classic & Keep it!
Friendly
1
Delicate &
Fashionable
Elegant
Feminine & Outstanding
Enthusiastic

16. Brand Elements-Logo
Luxury and classic Simple 3 Quality &
 Not meaningful and outstanding 2 Reputation
1
Luxury Classic
Image
Meaningful Outstanding
Should they add some
elements in logo to
differentiate?

17. Brand Elements- Slogan
Have you ever heard any Slogans of Tiffany & Co.‟s ?
60
50 “There is only one True
40
Love.”
30
Have a consistent
20
slogan for the whole
10 brand
0
Yes No

18. Brand Personality
• Sophisticated and upper class
• Competent and reliable
• Lack of Excitement and sincerity
• Not rugged at all
Be more fun!

19. Users Profile
 25-45 female
 In a relationship or married
 Middle-upper class
 Elegant and charming

20. Brand quality
Quality ranking between the two
9.0 brands are similar
8.0
7.0
6.0 Price are more acceptable than
5.0 Cartier
Brand credibility
4.0
3.0
2.0  In customer‟s mind, the
1.0 perceived reputation and
0.0 design of Tiffany are lower than
Tiffany & co
Cartier
Cartier
Reinforce
Reputation & quality
Improve designing

21. Leveraging 2nd Association
Product Placement
Movies
 Breakfast at Tiffany‟s
 Bride War
Series
 Gossip Girl
 Desperate Housewives

22. Leveraging 2nd Association
Celebrity
Tiffany on Red carpet

23. Leveraging 2nd Association
Sponsorships
Tiffany & Co.
sponsors skate at
Somerset House in
London during 2010
Christmas
Tiffany light their
Christmas Tree in
Hong Kong

24. Leveraging 2nd Association
40 percent of possibility they would
buy Tiffany & Co.
35
30
25
20
15
10
5
0
least 20% 40% 60% most
likely likely

25. Feelings
 Social approval, romantic
 Middle warmth & sense of security
 Low fun and excitement towards Tiffany & Co.
Need to enhance
2.5
fun/excitement and
warmth/sense of security
Romantic
2 Social
approval Pride
Esteem
1.5
Sense of
1 Warmth security
Excitement
0.5
and passion
0
-0.5 Fun

26. Resonance
only 11 respondents have purchasing experience
Too expensive
8% Never 1 2 3+
7%
6%
79%

27. Variation of
Purchase And Non-purchaser
Purchaser
Non-Purchaser
Make the store more
2.5
welcoming
2
1.5
1
0.5
0
Popularity among Store's Welcomeing
Reference Group

28. Resonance-Facebook
Resonance
Majority would like to „like‟ Tiffany‟s Facebook
Not sure
No
Yes

29. Tiffany & Co. & Facebook
 Over 2 million LIKEs, 3 times over Cartier
 Over 50 thousand TALKING about the brand, 5 times over Cartier
Maintain social
media interaction

30. Overall Attitude
 Average in Neutral
 Need to be improved
Overall attitude towards to Tiffany & Co.
Very Very
Unfavorable Neutral favorable

31. Limitations
• Sample Size
52 in class survey/ 27 Online survey
• Constraints of sample‟s age group

32. Recommendations
 Beware of the importance of
cultural elements in products
 Strengthen awareness of men‟s
collection
 Increase brand breath
 Market supervision
 Store more welcoming
 Consistently use a same slogan
particularly for the brand
 Maintain social media
interaction

33. Localisation of Products
Tutti Frutti
Indian
 Cartier launches localised accessories into different markets
 Consider this, tiffany could
 Hire local designers
 Incorporate cultural elements into products
 Panda - China
 Eiffel tower - France Dragon
China

34. Men‟s Collection Campaign
• Find someone to endorse for
• Slogan “The Best Tiffany a man can get”

35. Extend Brand Breath
“ While a ring on the left hand symbolized
love and commitment, a ring on right-hand
is a statement of individuality. ”
Marilyn Knight
Mosaic 2008 analysis: 51.4% of women are opting singles
Lifestyle as their preferred lifestyles.
Australia is experiencing the rise of the single
Person urban dowelling (SPDU).
Wear it on your right hand
Independent Ring

36. Recommendations
 Beware of the importance of  Alter customers‟ perceived
cultural elements in products association towards Tiffany
 Strengthen awareness of men‟s & Co.
collection  Improve the perceived
 Increase brand breath reputation and design in
 Market supervision customers‟ mind
 Store more welcoming  Products associated with
different feelings
 Consistently use a same slogan
particularly for the brand  Be more fun and warm
 Public relationship management

37. Challenge Faced by
Tiffany & Co
The introduction of „Return to Tiffany‟ collection
From1997 to 2002, Sales rose by 2/3
57% are most familiar with silver collection
Fundamental threat raised, Tiffany &
Co is loosing its identity as a high-end
luxury brand

38. Recommendations
TIFFANY YOUNG
 Beware of the importance of  Alter customers‟ perceived
cultural elements in products association towards Tiffany
 Strengthen awareness of men‟s & Co.
collection  Improve the perceived
 Increase brand breath reputation and design in
 Market supervision customers‟ mind
 Store more welcoming  Products associated with
different feelings
 Consistently use a same slogan
particularly for the brand  Be more fun and warm
 Public relationship management

39. Brand Profile
TIFFANY YOUNG
Target customers
- Less affluent customers <Pics>
- Younger generation
Competitors

40. Branding Strategy
• Silver collections
• Sincere, fashionable, youthful
• Slogan – A Start of Your Dream
Celebrity Endorsement Similar Package
<Pics>

41. Pros & Cons
For:
• Opportunity to reposition numbers of products and remain the
corporate brand image
• Develop new target market with a lower risk
Against:
• Uncertainty for being the first
• Cost of developing and launching a different set of
marketing/branding strategies