Luxury Brand Voice Jaguar

Luxury Brand Voice

Brand Management

Festina Lotus SA Jaguar

 Brand Voice Guidelines:

Jaguar was founded in 1938 in Switzerland. It’s one of the premium watch brand in the market, with only catering a certain type of niche market as it has only 0.2% market share in 2017(Euromonitor). With saying that the products offered are premium priced products with an initial offering starting from a minimum of 700 euros. To establish such a brand the persona that the company has developed is also consistent with the core ideology of being premium and unique.

 Firstly the brand personality can be identified as elegant and distinct in every manner. The attributes that can be associated with the brand are superior quality, exclusivity and power.

The quality aspect of the personality is assured by the claim of the brand that they have the ability to cover each and every stage of the manufacturing of a watch which ensures that the customer can relate to the brand by being assured that the timepiece is straight out of Jaguar’s manufacturing unit and a sense of trust is developed. As far as the Exclusivity is considered all the designs are unique in themselves and no repetition in designs are observed. All the model are one of a kind and once discontinued will never be launched or e remade again. The sense of power that is communicated through the advertisement with the tagline “All the time in the world”. This gives out a message that the world would work according to your schedule and you are in a powerful position to make sure that the things happen according to your wish and will.

The logo they use of Jaguar signifies that the owner of it is similar to the wildcat and is fast, dynamic, possess elegance and is powerful. The logo is also consistent with the brand personality. The brand has been renowned for the excellence and distinction of their timepieces which, like the wild cat whose name they carry, have been inspired by its qualities.

The color scheme of their logo as well as their ads is mostly white and black and in which Black is associated with power, mystery, strength, authority, elegance, formality, authority, and sophistication and White signifies perfection, brilliance, goodness and soberness. These color schemes themselves give out a message that the product is targeted at successful, rich, elite and sophisticated individuals who have achieved their goals in their lives and their accessories should speak about their success as well.

The color schemes used in their watches of both the genders also are in line with their brand outlook where silver is the most prominent base color with addition of gold and black for men and white or pink for women. All these colors are coinciding with the original idea and no fancy or tacky color schemes are used to for any of the designs on offer.  

Lastly the brand promises its customer satisfaction and that is originated from the fact that the quality and Swiss precision of the Jaguar brand is synonymous with excellence and savoir-faire which will satisfy haute horlogerie lovers.