Description of the Assignment:
Any company thrives or perishes based on the strength of their brand strategy. Depending on the dynamics of the industry or the innovations in the company the strategies keep changing. The fashion industry has historically been one of the fastest to change but Burberry has been an exception. In their 150 year history, there have been only two major shifts in their brand positioning. One from an army trench coat maker to a complete mens wear company and more recently in 1998 a shift from a me too brand in the luxury segment to a pioneer in newer products and digital promotions. In a nutshell, Burberry underwent a transformation from an underperforming, marginalized, over-licensed, decentralized brand, to becoming one of the most beloved and valuable luxury brands in the world, tripling sales in five years. It transformed from a stodgy, beige trench coat company to one of the leading voices on trends, fashion, music and beauty, all while redefining what a world class customer experience should be, digitally and physically. Students are asked to understand and define the personality of the brand, their positoning and their current brand equity, focusing on newer products, pricing and promotion.
Structure of the Assignment:
– Brief introduction of the brand Burberry
– brand personality and values: explain the six facets of the Kapferers prism; fill them in with the relating components for Burberry
– positioning strategy: critically evaluate Burberry targets and competitors
– brand equity: draw the main traits of Burberry product, pricing and promotion strategies – conclusions: given Burberry SWOT analysis, critically evaluate the brands future perspectives to maintain and increase its success.
Format of the Assignment:
Cover page, One Table of Contents.
2,000 words, plus eventual supporting charts and graphs (as judged appropriate).
References and bibliography (obligatory) should be formatted using the Harvard system.
