Bell brand image mockup

Introduction

Sir Alexander Grant, who created the innovative concept of packaging and branding, once said, “The product may be good, but it is the brand image that will make it sell.” This remains as true today as it ever was.

In a competitive marketplace, it is essential to be able to differentiate merchandise and services from one another. This is where brand identity comes in. A strong brand identity conveys a sense of trust, a sense of quality and can leave customers feeling a sense of loyalty and familiarity. For these reasons, brand identity is an important part of marketing.

This project examines the historical development and current application of the brand identity model of Nobel, a Swiss luxury watch manufacturer founded in 1892. The paper reviews the origins and evolution of the Nobel brand, examines its impact on customer loyalty, and outlines a model to guide companies in developing their own effective brand identity.

History of the Nobel Brand

The history and evolution of Nobel is closely associated with its founder Alfred Nobel (1833–1896). Nobel was a Swedish scientist, engineer and entrepreneur who developed dynamite and later branched out into other aspects of industry. He founded Nobel Industries, which was initially a company for producing explosives. It was later reorganized as Nobel & Co.

Over the course of the 19th century, Nobel & Co. diversified its product range, adding a full line of luxury watches. These watches were of excellent quality and held a high level of craftsmanship. The company sought to establish itself in the luxury segment of the market and wanted its products to convey a sense of prestige and luxury. In order to achieve this, the company owned and operated six factories in Switzerland and invested in innovative technology.

Nobel & Co. gained recognition over the years, and its products were sought after by many celebrities and royalty. In 1924, Lord Louis Mountbatten purchased a Nobel watch as a gift for his wife, Queen Victoria. This act catapulted the company into public attention and made the brand even more prestigious.

The company continued to set benchmark standards for high-end watchmaking. In 1960, Nobel released the first self-winding mechanical chronometer watch, featuring a highly accurate movement with precision to within a quarter of a second per day.

By the end of the 20th century, Nobel had established itself as one of the market leaders in luxury watchmaking, and the company’s marketing team set about creating a strong brand identity that would reflect its positioning.

Nobel’s Brand Identity Model

Nobel’s brand identity model focuses on conveying a feeling of luxury and quality, while also communicating a message of precision and excellence. The brand is designed to evoke a sense of trustworthiness, credibility and reliability. Customers are provided with reassurance that they are buying a quality product, through visible indicators such as the logo and colors used in packaging, product design and advertising.

The Nobel brand identity is distinct and evocative of its core values and product offering. It incorporates the company’s trademark “N” logo, which has been around since the early days of the company. The logo is simple yet effective, conveying an association with luxury and quality while remaining elegant and timeless.

Nobel have also introduced a range of colors to their brand identity model, which represent different facets of their product offering; blue and silver for classic elegance, black for modern sophistication and rose gold for contemporary style.

The packaging of each product is also consistent with the brand identity. A Nobel watch is presented in a minimalist box with a discreet logo, in the company’s signature black and grey color palette, reinforcing the quality and craftsmanship of the product. In addition, each watch includes a manually engraved serial number, further adding to the perception of the watch’s unique value.

Finally, Nobel’s advertising strategy is designed to reinforce its brand identity. Product shots are placed in upmarket settings and iconic images of celebrities, royalty and dignitaries wearing Nobel watches are used to highlight the watch’s prestige and exclusivity.

The Impact of Brand Identity on Customer Loyalty

Brand identity plays an important role in creating a sense of loyalty among customers. By providing customers with a clear and consistent perception of the brand, it increases customer confidence in the quality of what they are purchasing. Knowing that a brand stands for something and can deliver on its promise reassures customers and encourages loyalty towards the brand.

Nobel’s strong brand identity has enabled the company to gain a loyal customer base and achieve significant success, with annual sales reaching an estimated 1.3 billion Swiss Francs (approximately US $ 1.2 billion).

Conclusion

A well-crafted brand identity is essential for companies, as it provides customers with a clear perception of the brand and increases customer loyalty. The brand identity model developed by Nobel aptly demonstrates how companies can create a successful identity, by incorporating core values, signature colors and an iconic logo to communicate a quality and luxury product.

It is clear that Nobel’s strong brand identity model has been instrumental in enabling the company to become a leading name in the luxury watch market. The model provides a valuable example for other companies hoping to create and strengthen their own brand identity for success.

The Nobel Prize is an award that is synonymous with excellence and innovation, and the same can be said of the brand identity model of the Nobel Prize. The Nobel Prize brand identity model is based on four core values that carry the weight of the brand’s ability to recognize, honor, and reward innovation.

The first core value of the Nobel Prize brand identity model is that of excellence. The Nobel Prize is only awarded to those that have demonstrated a high level of excellence in their respective fields. It is this benchmark of excellence that has become synonymous with the Nobel Prize brand, and it is all of the laureates who have gone before that have helped shape and establish this value.

The second core value of the Nobel Prize brand identity model is that of respect. The Nobel Prize recognizes and rewards the hard work and dedication of every laureate. The Nobel Prize is awarded as a sign of respect to those who have dedicated their lives to research and striving for new discoveries, ultimately leading to a greater understanding of the world.

Thirdly, the Nobel Prize brand identity model is about progress. The Nobel Prize encourages progress and development, by recognizing the achievement of those who have pushed the boundaries and taken risks in pursuit of making the world a better place. It is this spirit of progress and discovery that the Nobel Prize prize strives to represent.

Finally, the Nobel Prize brand identity model is based on the idea of hope. The esteemed laureates of the Nobel Prize have left behind legacies that have inspired future generations to dream and achieve, and the Nobel Prize encourages current and future laureates to pursue their dreams and to contribute to the greater good of society.

These four core values of excellence, respect, progress, and hope form the basis of the Nobel Prize brand identity model, and they provide a framework for recognizing innovators and advancing the greater good. With the Nobel Prize, excellence and innovation are recognized, respected and rewarded, and these core values help ensure that this recognition continues.