Victorinox is a knife manufacturer based in Ibach, Switzerland that was founded in 1884 by Karl Elsener. In 1891, Victorinox began supplying knives to the Swiss army. The company acquired its rival Wenger in 2005 and once again became the sole supplier of multi-purpose knives to the Swiss military. Victorinox is known for its pocket knives which feature sharp blades and unique designs reflecting Swiss quality and pioneering spirit.

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.

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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

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References
http://www.victorinox.com/ch
http://en.wikipedia.org/wiki/Victorinox