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Branding Luxury Through Affective Value Case of Swiss Watch Industry

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Industrial Applications of Affective Engineering

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Abstract

This study focuses on affective value as the key to luxury brand building. Products that invoke affective value imply craftsmanship, history and endorsements of brand personalities that define these items. We cannot commercialize this invisible value, regardless of the delivery of affective value, through a combination of various media such as magazines and selective distribution. In this study, case of the Swiss watch industry is explored to illustrate the communication strategy of affective value, which will be applicable to manufacturers that have unique technologies, but lack the effective communication of affective value. Swiss watchmakers used to emphasize the precision of their wristwatches; after the Quartz Shock, they began to communicate affective value so as not to directly compete with Japanese precision watches. This chapter concludes that it is indispensable for luxury watchmakers to communicate affective value in an exclusive manner to imply rarity-the key for creating customer appetite for affective products.

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Authors and Affiliations

  1. Graduate School of Commerce, Waseda University, Shinjuku, Japan

    Shinichiro Terasaki & Shin’ya Nagasawa

Authors
  1. Shinichiro Terasaki
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  2. Shin’ya Nagasawa
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Corresponding author

Correspondence to Shinichiro Terasaki .

Editor information

Editors and Affiliations

  1. Graduate School of Information, Production and Systems (IPS), Waseda University, Kitakyushu, Fukuoka, Japan

    Junzo Watada

  2. Kogakuin University, Tokyo, Tokyo, Japan

    Hisao Shiizuka

  3. Department of Industrial Design, KAIST, Yusung-gu, Daejon-shi, Korea, Republic of (South Korea)

    Kun-Pyo Lee

  4. Department of Kansei Engineering Faculty of Textile Science and Technolog, Shinshu University, Matsumoto, Nagano, Japan

    Tsuyoshi Otani

  5. Centre for Intelligent Systems Research, Deakin University Geelong Waurn Ponds Campus, Waurn Ponds, West Australia, Australia

    Chee-Peng Lim

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Terasaki, S., Nagasawa, S. (2014). Branding Luxury Through Affective Value Case of Swiss Watch Industry. In: Watada, J., Shiizuka, H., Lee, KP., Otani, T., Lim, CP. (eds) Industrial Applications of Affective Engineering. Springer, Cham. https://doi.org/10.1007/978-3-319-04798-0_13

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  • DOI: https://doi.org/10.1007/978-3-319-04798-0_13

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  • Publisher Name: Springer, Cham

  • Print ISBN: 978-3-319-04797-3

  • Online ISBN: 978-3-319-04798-0

  • eBook Packages: EngineeringEngineering (R0)

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