Branding, when it is successful, immediately receives recognition and positive emotional responses. Names, slogans, images and celebrities are used to capture the message of the brand creator in the reflex centers of the consumer's brain, where it can appear in the mind when the next time he sees or hears a name, slogan, image or celebrity.
Jewelers can brand the name of their store or their own line of jewelry, and they can sell branded goods, including branded diamonds. The sale of cut diamonds «Hearts and Arrows» or cut diamonds «Millennium» (Millennium) seems to be more profitable than the sale of round cut diamonds.
Until now, branding of diamonds was, in the main, the occupation of wholesalers for retailers. The market of wholesalers conducted branding for retailers in the hope that they will convince consumers that the brand stands more. But branding can not be considered successful until the customer enters the store and says: "I want such a diamond." In this case, a memorable gift is considered successful. Another sign of this branding is a big advertisement. At the disposal of retailers there are a number of diamond brands. Firms that promote these brands on the market use several different strategies to sell their products.
Branded "ideal" cut. All diamonds of the "ideal" cut are not alike. The original "perfect" cut Tolkowsky is not a universally recognized model, and disputes continue around the "perfect" cut. In addition, the cutters experiment with different methods to maximize the yield while maintaining the proportions that would give the maximum sparkle and brilliance. Branded "ideal" cuts are often accompanied by a "0" cut in the certificates of the American Gem Society. Retailers who promote and sell branded "ideal" cuts usually report lower profits and less competition. The first branded cuts that appear on the market often receive the highest recognition of their name.
Branded forms. The Radiant trade mark (Radiant) was patented in 1976 by Henry Grossbard and became one of the earliest recognized branded fences. Other styles of cutting were patented or received a trademark before, but "Radiant" was the first "branded" cut, which gained immense popularity.
Some branded shapes are round cut variations created by adding faces or reconfiguring them. Examples are the cuts "144", "JC Millennium" (JC Millennium), and "Gabrielle" (Gabriel). The name "Gabrielle" is also used for variants of some fantasy fences.
In 1986, De Beers commissioned Gabi Tolkowsky to create five new diamond cuts to improve the appearance of non-standard diamonds. To encourage others to use these fences, they were not patented, and they were not given a trademark, but the names they gave were "Marigold" (Calendula / Marigold), "Fire Rose" (Fire Rose), "Dahlia" (Dahlia), " Sunflower "(Sunflower) and" Zinnia "(Zinnia) were to serve the promotion of branded fences. Other branded shapes include "Quadrillion" cuttings, "Millennial Sunrise", "Criss", "Flanders Brilliant" and "Lily" (Lily).
Branding of the name of diamonds. When a jeweler buys a cut diamond "Hearts and Arrows", he or she expects to get a diamond of "perfect" cut. When a jeweler buys a "Quadrillion" cut diamond (from Ambar Diamonds in Los Angeles), he or she buys a diamond with a patented and trademarked shape, "a square diamond cut according to special standards with a special arrangement of faces. In addition to branding based on cut or shape, there is another type of branding of the diamond, "based on the name along with the corresponding marketing support.
Jeff Pancis of Pancis Inc., for example, designed the brand for his stock of round cut diamonds as "Gemologically Correct". Dealers who want to spend as little as possible on the purchase of diamonds will receive laser tags ("GC" plus serial number) on the girdle of each diamond. The diamond will be accompanied by a plastic card the size of a credit card, and there will be a photo of the laser tag on it. The shape and weight of the diamond will be registered, and some diamonds will have a laboratory certificate. Although diamonds have almost "perfect proportions", faceting is not a property that is given a lot of attention in the marketing plan. Most likely, marketing is based on a branded name and that, Which Pansis calls "heightened industry concerns about synthetic and processed diamonds." The popularity of diamonds with a laser tag, including the serial number, logo and other markings, will encourage other companies to try to do this kind of branding in the next few years.
How did branding help Canadians? Diamond mining in the Northwest Territories of Canada is expensive, the areas are ice-bound and covered with snow for most of the year, and the production season is short. But the deposits are rich, and diamonds of jewelry quality are mined there.
Before the discovery of the deposit in Canada, the origin of diamonds and diamonds, as far as marketing is concerned, has never been a matter for discussion, since the determination of the origin of the diamond did not matter. (Exception: diamonds from certain countries suffering from civil war See the publication "The Fight Over Dirty Diamonds", JCK, February 2000, p. 94). Canadians made origin a matter of discussion. Diamonds from the Ekati Canadian mine (Ekati) are traded as diamonds from North America. They are marked with a laser mark in the form of a polar bear and a serial number, and they are accompanied by certificates of authenticity. Stocks usually include diamonds from "ideal" cut to class 2 (AGS grades from "0" to "2"). These diamonds are sold through Sirius Diamonds in Canada and Barker & Co. In the United States. Prices are similar to the prices of diamonds of equivalent cuts from other companies.
How did branding help the Argyle mine? The Australian diamond mine produces more diamonds than any other country in the world, but the high ratio of technical diamonds and diamonds to jewelry quality. A small number of Australian diamonds have a rare pink color, which have astronomical prices at auction, but most diamonds have a brown color.
For the trade in brown diamonds with a premium, Argyll engaged in branding. Ten years ago, he tried to market his diamonds as diamonds "champagne" (Champagnes). The scale of colors from category C1 to C7 bore such names as "Light Champagne", "Medium Champagne", "Dark Champagne" and "Fantasy Cognac" (Fancy Cognac). The biggest difficulty for the Argyle mine was and still is to convince the jewelers that the brown color is also worthy of the premiums.
Formation of prices for branded cuts. Publications on pricing, for example, my own (The Guide, Guide) do not provide an opportunity to determine the price for each branded diamond cut. With dozens of fences already on the market and even more that are on the way, the jewelers and appraisers are faced with the enormous challenge of keeping pace with the formation of prices. But buyers know how these cuttings affect the formation of prices. For example, there is a surcharge for all diamonds of the "ideal" cut. The surcharge is different for different fences, but the prices will be quite close, because there is a similar coefficient of value added, based on a reduction in output.
It is even more difficult to determine the price of fantasy fences. Each company adheres to its own unique structure of price formation. If possible, contact specific companies for information on price formation. Although not all companies provide assistance, when appraisers are asked to give prices, it is in their interest to cooperate. Accurate information about their branded cuts will only increase sales.
http://www.jckonline.com/2000/07/01/everyone-s-branding-diamonds
No comments:
Post a Comment