Lee Michaels is a national chain jewelry store found in many malls across the U. S. Laurie went in to look at the watches, but she was unfamiliar with some of the brands. The salesperson told her that they were all Swiss-made, meaning they were made in Switzerland, which is known worldwide for the quality of the timepieces produced there. From which source are these brands leveraging their brand meaning?

Question

Business

Donald Mckinney

13 September, 08:40

Lee Michaels is a national chain jewelry store found in many malls across the U. S. Laurie went in to look at the watches, but she was unfamiliar with some of the brands. The salesperson told her that they were all Swiss-made, meaning they were made in Switzerland, which is known worldwide for the quality of the timepieces produced there. From which source are these brands leveraging their brand meaning?

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Kathryn Duffy · Answer 1

places

Explanation:

In marketing, brand leverage is a strategy used to add value to a new brand by associating it to existing brands. In this case, some Swiss watches are world famous for being excellent and very expensive watches, e. g. Rolex, Omega, Piguet, Patek Philippe, etc. So what this salesperson is doing, is associating this unknown watch to other Swiss watches and therefore claiming that it must also be a good watch.

The same happens with cars, e. g. Volkswagen are cheap entry level cars in most of the world, but in the US they are branded as German cars or built with German technology, associating them to high quality cars like BMW or Mercedes Benz.