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S P Jain School of Global Management
14
VALENCE BRAND
Swiss Knife - Victorinox
Prajakta Talathi – GSEP13CMM031
Page 1
VICTORINOX - COMPANION FOR LIFE
In 1884, the Swiss pioneer Karl Elsener founded a cutler’s workshop. A short time later, he paved the
way for an unparalleled company history by developing the now legendary Original Swiss Army
Knife. Since its acquisition of rival Wenger in 2005, it has, once more, become the sole supplier of
multi-purpose knives to the Swiss army.
Aaker’s Model
Brand Organization
Victorinox is a knife manufacturer based in the town of Ibach, Canton of Schwyz, Switzerland. Since
its acquisition of rival Wenger in 2005, it has, once more, become the sole supplier of multi-purpose
knives to the Swiss army. The company was founded in 1884. Since 1891, the company has delivered
knives to the Swiss army. That year, the mother of founder Karl Elsener died and he named the
company "Victoria" in her honour. In 1921, with the introduction of "inox" (ab. for acier inoxydable,
the French term for stainless steel) into their products, the brand and name of the company became
the present "Victorinox" ("Victoria"+"Inox").
Brand Products
A pocket knife is the pioneer product of Victorinok. Sharp blade, unique designs and traditional
methods of making the knives is what sets these knives apart. In addition to pocket, household and
professional knives, today the independent family company Victorinox also produces and sells
timepieces, travel gear, fashion and fragrances all over the world. Each product is an expression of
Swiss quality and Swiss pioneering spirit.
Brand Symbol
Their famous emblem—a cross in a shield—has been used by Victorinox since 1909.
Page 2
Kapferer’s Model
Keller Model
CONSTRUCTED SENDER - VICTORINOX
CONSTRUCTED RECEIVER
PHYSICAL FACET – Tough,
Sharp, Strong, Handy
PERSONALITY – Rugged,
adventurous but safe
CULTURE – Heritage
of Safety
CONSUMER MENTALISATION –
Secure, handy, safety
REFLECTED CONSUMER –
Youth, rough and tough
RELATIONSHIP – Safety,
assurance to always be
there
RESONANCE –
Loyalty,
affiliation
JUDGEMENT –
High quality,
competitive,
satisfaction
FEELING –
Adventure yet
safe, secure
PERFORMANCE – Sharp,
multi-purpose
IMAGERY – Youth,
style, urban
SALIENCE – Awareness, strong, tough, handy
Page 3
References
http://www.victorinox.com/ch
http://en.wikipedia.org/wiki/Victorinox

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Valence Brand - Swiss Knife - Victorinox

  • 1. S P Jain School of Global Management 14 VALENCE BRAND Swiss Knife - Victorinox Prajakta Talathi – GSEP13CMM031
  • 2. Page 1 VICTORINOX - COMPANION FOR LIFE In 1884, the Swiss pioneer Karl Elsener founded a cutler’s workshop. A short time later, he paved the way for an unparalleled company history by developing the now legendary Original Swiss Army Knife. Since its acquisition of rival Wenger in 2005, it has, once more, become the sole supplier of multi-purpose knives to the Swiss army. Aaker’s Model Brand Organization Victorinox is a knife manufacturer based in the town of Ibach, Canton of Schwyz, Switzerland. Since its acquisition of rival Wenger in 2005, it has, once more, become the sole supplier of multi-purpose knives to the Swiss army. The company was founded in 1884. Since 1891, the company has delivered knives to the Swiss army. That year, the mother of founder Karl Elsener died and he named the company "Victoria" in her honour. In 1921, with the introduction of "inox" (ab. for acier inoxydable, the French term for stainless steel) into their products, the brand and name of the company became the present "Victorinox" ("Victoria"+"Inox"). Brand Products A pocket knife is the pioneer product of Victorinok. Sharp blade, unique designs and traditional methods of making the knives is what sets these knives apart. In addition to pocket, household and professional knives, today the independent family company Victorinox also produces and sells timepieces, travel gear, fashion and fragrances all over the world. Each product is an expression of Swiss quality and Swiss pioneering spirit. Brand Symbol Their famous emblem—a cross in a shield—has been used by Victorinox since 1909.
  • 3. Page 2 Kapferer’s Model Keller Model CONSTRUCTED SENDER - VICTORINOX CONSTRUCTED RECEIVER PHYSICAL FACET – Tough, Sharp, Strong, Handy PERSONALITY – Rugged, adventurous but safe CULTURE – Heritage of Safety CONSUMER MENTALISATION – Secure, handy, safety REFLECTED CONSUMER – Youth, rough and tough RELATIONSHIP – Safety, assurance to always be there RESONANCE – Loyalty, affiliation JUDGEMENT – High quality, competitive, satisfaction FEELING – Adventure yet safe, secure PERFORMANCE – Sharp, multi-purpose IMAGERY – Youth, style, urban SALIENCE – Awareness, strong, tough, handy