Tiffany’s propaganda strategy is different from Cartier. Whether it is ‘Tiffany’s Breakfast’ or ‘Great Gatsby’, most people who wear it are looking for identity in jewelry, which is consistent with the psychological appeal of the new American, and publicity. The brand culture is more about the realization of personal values and the pursuit of a happy life. And Cartier has built himself into a love testimony of the nobility royal family. The love of the noble nobles such as the Duke of Windsor and Elizabeth Taylor is found in the jewelry box. The noble sense in this bone can better meet the lack of modern bloodline certification, the price Naturally, it should serve the price of the elite in the elite. Material Those who bought Tiffany jewelry know that Tiffany’s medium and low industry chain accounts for half of the total product. In addition to market strategy, Tiffany jewelry is less valuable than Cartier jewelry. The chain is small and light, and the use of Cartier jewelry. The material is relatively generous, and the price of Cartier jewelry is high in terms of cost considerations.
Brand Value In addition to paying for the craft and design of the product, the brand value is also one of the factors affecting pricing and buying desire. Cartier’s aristocratic bloodline has invisibly increased the brand premium. From this aspect, Cartier’s brand value is positioned higher than Tiffany, and the price is used to distinguish it from other brands Arpel Rings, making it difficult to establish different levels of jewelry status. . Endorsement of fine jewelry The difference between Cartier’s fine jewellery and Tiffany’s fine jewellery lies in the craftsmanship and design style. In terms of material selection, Tiffany’s fine jewellery collection is more elaborate, more practical and harmonious overall contour, which is relatively low-key compared to Cartier. And Cartier’s use of large gems, the luxury of the face and the ‘upstarts’ are both expensive and take into account the cost and brand premium, naturally not low. Of course, the brand value and the price are mutually influential. The price positioning can establish the brand value, and the brand value can be called the pricing basis. In the end, it is the difference of the marketing method, but the blood system determines the marketing method, and the mutual influence of these factors The role has become the current jewelry market situation.