Burberry Case Study

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(TASK: Develop a Marketing Communications plan in relation to a marketing problem /

oppertunity that you identify.)

Reinventing Negative Brand

Image : Burberry

Title Page Number

Executive Summary........................................................................

Context Analysis............................................................................. History and Overview.................................................... SWOT Analysis............................................................ PEST Analysis.............................................................. Burberry and Self Completion..........................................

Promotional Objectives..................................................................

Marketing Communications Strategy...........................................

Promotion Mix................................................................................. Advert Campaign.......................................................... Events........................................................................ Event Sponsorship.........................................................

Implementation................................................................................ Resources......................................................................................... Human Resources.......................................................... Physical Resources.........................................................

Evaluation and Control..................................................................

References........................................................................................

Appendices........................................................................................

Executive Summary
Context Analysis
History and Overview
Since being founded in 1856, the Burberry brand has grown into a globally recognised luxury brand, recognised by their trademark check pattern. After growing into an emporium after four years of trading, Burberry developed the ‘Tielocken’, which was adopted by the British military during the Boer war, which ensued the War Office to commission custom coats for the army, hence the ‘trench coat’ was born. The Burberry check, originally only used as lining on coats, was introduced as an outside pattern on bags, scarves and other products in 1967.

Burberry began to be seen as a sign of being a ‘chav’ in the late 1990’s. Solomon (2010), states that a chav matches “flashy brands and accessories from big names such as Burberry, with track suits”. People would copy the celebrity trend of wearing multiple amounts of Burberry. The more common it became, the more the image of the brand was degraded. Burberry also lost some of their luxury image when they started to produce inexpensive items in the classic check, such as baseball caps and scarves. This led to a devaluing of the brand. The image was not helped by over-seas production of fake Burberry items, which could be purchased online and on street markets for a fraction of the price. In recent years, Burberry has made an effort to re-brand themselves. Kate Moss was the face of one of their campaigns which was not successful for the company. As said by Rita Clifton, of Interbrand (2004) "Moss is not up market. She is aspirational for a whole range of women, highly accessible and has helped democratize luxury brands. She brought instant accessibility that was not there before and an instant volume [sales] hit.” It is recommended that Burberry produces a new campaign that re invents the chavvy brand image that it has maintained throughout the past decade. To do this they must create a campaign that proves the brand to be classic, as it truly is, rather than modern and chavvy.

SWOT Analysis
A SWOT analysis shows the strengths, weaknesses, opportunities and threats of Burberry as a brand....
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