Brand Associations

With a social media kick-off, TAG Heuer is raising funds for the Cycle for Survival’s 2018 campaign. Every single penny they receive straightly goes to cancer and clinical trials led by Memorial Sloan Kettering Cancer Center. Celebrities like Cristiano Ronaldo, Leonardo DiCaprio, Brad Pitt, Priyanka Chopra, and Cameron Diaz have endorsed the brand making it globally famous. TAG Heuer’s promotional campaign What are you made of forced people to investigate their purchases. This investigation revealed the steps a brand takes to make it more eco-friendly. TAG Heuer publicized its efforts: it made eco-upgrades to its location, uses recycled water for advanced lasers, and stopped using any materials from unknown sources.

Brand Awareness

TAG Heuer has been investing intensively in its marketing by launching advertising campaigns. It has also used electronic and print media like magazines, newspapers, hoardings, and television for the promotion. The company also shows its presence on social media platforms like Facebook, Twitter, and Youtube to connect with the people. Being a premium brand, TAG Heuer has adopted premium pricing strategy to signify the quality and improve the brand identity. It is the formal timekeeper of Premier League, Formula One Championships, and Skiing World Championships.

Brand Loyalty

TAG Heuer is one of the world’s leading luxury watch brands. It has spread its products presence to more than 120 countries. It is the most respected, honored and valued international brand of watches. TAG Heuer has gained tremendous acceptance as a luxury brand from people globally. The targeted audience for TAG Heuer is always the high-income group of the society who believe more in style, luxury, high-standard rather than the money.

Brand Assets

TAG Heuer S.A. is a Swiss company that designs, manufactures and sells watches, fashion accessories, eyewear, and cell phones. It was founded in 1860 and is a brand of a parent company, LVMH. It sells several types of luxury watches, many of them with specialized features. The brand has received the iF product design award in the Lifestyle category and got chosen among over 2200 watches presented by watchmakers from 35 countries. Presently, TAG Heuer owns 170 boutiques over the world and has 150 customer service points. Cortech is a TAG Heuer subsidiary which manufactures fundamental metal components for TAG Heuer.

Brand Elements

At first, the company was founded by Edouard Heuer in 1860 with a name Uhrenmanufaktur Heuer AG. Later in 1985, the TAG Group purchased the company and TAG Heuer S.A. came into existence. The name TAG Heuer is a combination of the initials of Techniques d’Avant Garde and the founder’s last name. The merged company required a new emblem which links to both its historical past and innovative watchmaking technique.
The use of striking logo with strong colors is a perfect blend of brilliance, elegance, and power. The versatility of the logo works very well for the company’s ever-changing requirements. The cutting-edge TAG Heuer watches are recognizable everywhere around the world for their outstanding quality and precision.

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