Burberry went from failing in 1997 to a successful international luxury brand by reinventing its business model. It focused on brand image through marketing, product design, and controlled distribution. Celebrities helped improve its image after being associated with hooliganism. Its success is due to defined brand values, maximum market coverage through retail and wholesale, product extensions, flexible foreign market management, and exceptional media relations.
Burberry - Brand identity and artification analysisAda Di Matteo
The brand identity analysis is carried out by means of Kapferer's Brand Identity Prism. As many other luxury brands, Burberry is engaged in a process of artification (transformation of non-art into art). An analysis of the brand's art initiatives follows.
Burberry - Brand identity and artification analysisAda Di Matteo
The brand identity analysis is carried out by means of Kapferer's Brand Identity Prism. As many other luxury brands, Burberry is engaged in a process of artification (transformation of non-art into art). An analysis of the brand's art initiatives follows.
Describe Burberry business Model with the brand management highlights based on the paper "The Burberry business model: creating an international luxury fashion brand by:Christopher M. Moore and Grete Birtwistle"
Burberry group PLC is one of the leading manufacturers of high-end luxury goods. They specialize in selling outwear, accessories, fragrance, clothing for women, men and children. The iconic checkered or tartan pattern of Burberry is a distinctive style adopted by the company. Originally founded in 1856 and was bought by Great Universal stores PLC in 1955 (Phan, Thomas and Heine, 2011). Company has managed to sustain and thrive. In 2006, Angela Ahrendts took over the company from Rose Bravo. She brought in a number of innovative marketing strategies of the company. During Angela Ahrendts a “Multi Dimensional strategy” was adopted in order to make sales. According to a 2013 report net asset value of Burberry was estimated to be 4.34 Billion (Johansson, 2014). In 2014 Christopher Bailey Took over the company and has been presiding over the company as CEO (Ward, and Dahl, 2014). The thorough marketing and brand strategy made by Burberry is explained in detail in the following.
Brand study on luxury fashion house Burberry, including history of the brand, signature style, research on store layout, facade & design of interiors, and uniqueness & quintessence of the brand.
Three wallpapers, a window display with a theme accompanied by a comprehensive design process, and one store prop concept designed by the poster is also included.
International business final project on Burberry Farah Sadiq Khan
An international brand/business analysis of Burberry.Burberry is one of the leading British luxurious clothing brand, having a great iconic history of about 200 years.
Describe Burberry business Model with the brand management highlights based on the paper "The Burberry business model: creating an international luxury fashion brand by:Christopher M. Moore and Grete Birtwistle"
Burberry group PLC is one of the leading manufacturers of high-end luxury goods. They specialize in selling outwear, accessories, fragrance, clothing for women, men and children. The iconic checkered or tartan pattern of Burberry is a distinctive style adopted by the company. Originally founded in 1856 and was bought by Great Universal stores PLC in 1955 (Phan, Thomas and Heine, 2011). Company has managed to sustain and thrive. In 2006, Angela Ahrendts took over the company from Rose Bravo. She brought in a number of innovative marketing strategies of the company. During Angela Ahrendts a “Multi Dimensional strategy” was adopted in order to make sales. According to a 2013 report net asset value of Burberry was estimated to be 4.34 Billion (Johansson, 2014). In 2014 Christopher Bailey Took over the company and has been presiding over the company as CEO (Ward, and Dahl, 2014). The thorough marketing and brand strategy made by Burberry is explained in detail in the following.
Brand study on luxury fashion house Burberry, including history of the brand, signature style, research on store layout, facade & design of interiors, and uniqueness & quintessence of the brand.
Three wallpapers, a window display with a theme accompanied by a comprehensive design process, and one store prop concept designed by the poster is also included.
International business final project on Burberry Farah Sadiq Khan
An international brand/business analysis of Burberry.Burberry is one of the leading British luxurious clothing brand, having a great iconic history of about 200 years.
This case entitled “Burberry” by Youngme Moon presents the scenario a British luxury goods company “Burberry” under the leadership of Rose Marie Bravo, the new CEO of the company, who completely transformed the company with a battered, rustic brand into a classic yet contemporary brand. Burberry is one of the oldest fashion businesses of the world, founded in 1856 by Thomas Burberry. During this period of almost 150 years, Burberry provided many remarkable products, the most notable being the gabardine-made trench coats, that it invented and the classic iconic “Burberry Check”, the camel, black, red and white plaid design that became its identity. In this period, the company saw many highs (extreme popularity) serving the Royal customers, celebrities, politicians as its clientele but as it approached the late 1990s, it started getting tapped in its own old-fashioned products and thus, its brand value greatly diluted due to parallel trading, counterfeits and lose control over its distribution channel. But as Rose Marie Bravo joined the team, she completely revamped the company’s brand equity, product line, and distribution system and gave a new life to the company. The result was the company sales rose from £225 million in FY 2000 to £594 million in FY 2003.
PLEASE HIT LIKE IF THE ABOVE PRESENTATION IS HELPFUL ! :)
mehdi karimi,gh behdad,m zarrin,m j feyz esfehani,s seied razi, s seifollahi in attitude plus group/ entrepreneurship university of tehran/ docrorate business of adminastration / july 2015
Burberry are a British luxury brand and the 98th most valuable brand in the world. They are one of the most advanced companies when it comes to social business – but how do they do it?
In this case study we explore the core areas of Burberry's brand that have made the company the well-rounded social business that it is today.
The first truly digital luxury brand: why Burberry gets it?
With the launch of The Art of the trench, Burberry certainly became the first truly digital luxury brand. The first luxury brand to really understand and adopt digital behaviours to conceive and support its brand online communications. There are many reasons why it became a clear success and digital is certainly one piece of a bigger picture.
This presentation for my Fashion PR module shows how Burberry managed to reposition itself as a luxury brand with the use of PR, in particular a sophisticated social media strategy.
Analysis about GDP and Economic Growth in Iran and other countries.
Iran economic growth estimation in 2016-2017
references : IMF and World Bank data + Iran Central Bank
I chose to use luxury brand Burberry as the focus of this assignment, I was required to examine the brands marketing communications focusing on USP, competitors, methods of marketing, diffusion ranges etc.
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Boots: Hair Care Sales Promotion ; This presentation will give you an insight the brand BOOTS and will also help you in understanding ways to tackle critical marketing issues without giving up on the brand's image
Videos are more engaging, more memorable, and more popular than any other type of content out there. That’s why it’s estimated that 82% of consumer traffic will come from videos by 2025.
And with videos evolving from landscape to portrait and experts promoting shorter clips, one thing remains constant – our brains LOVE videos.
So is there science behind what makes people absolutely irresistible on camera?
The answer: definitely yes.
In this jam-packed session with Stephanie Garcia, you’ll get your hands on a steal-worthy guide that uncovers the art and science to being irresistible on camera. From body language to words that convert, she’ll show you how to captivate on command so that viewers are excited and ready to take action.
Core Web Vitals SEO Workshop - improve your performance [pdf]Peter Mead
Core Web Vitals to improve your website performance for better SEO results with CWV.
CWV Topics include:
- Understanding the latest Core Web Vitals including the significance of LCP, INP and CLS + their impact on SEO
- Optimisation techniques from our experts on how to improve your CWV on platforms like WordPress and WP Engine
- The impact of user experience and SEO
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
Financial curveballs sent many American families reeling in 2023. Household budgets were squeezed by rising interest rates, surging prices on everyday goods, and a stagnating housing market. Consumers were feeling strapped. That sentiment, however, appears to be waning. The question is, to what extent?
To take the pulse of consumers’ feelings about their financial well-being ahead of a highly anticipated election, ThinkNow conducted a nationally representative quantitative survey. The survey highlights consumers’ hopes and anxieties as we move into 2024. Let's unpack the key findings to gain insights about where we stand.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
A.I. (artificial intelligence) platforms are popping up all the time, and many of them can and should be used to help grow your brand, increase your sales and decrease your marketing costs.In this presentation:We will review some of the best AI platforms that are available for you to use.We will interact with some of the platforms in real-time, so attendees can see how they work.We will also look at some current brands that are using AI to help them create marketing messages, saving them time and money in the process. Lastly, we will discuss the pros and cons of using AI in marketing & branding and have a lively conversation that includes comments from the audience.
Key Takeaways:
Attendees will learn about LLM platforms, like ChatGPT, and how they work, with preset examples and real time interactions with the platform. Attendees will learn about other AI platforms that are creating graphic design elements at the push of a button...pre-set examples and real-time interactions.Attendees will discuss the pros & cons of AI in marketing + branding and share their perspectives with one another. Attendees will learn about the cost savings and the time savings associated with using AI, should they choose to.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
Monthly Social Media News Update May 2024Andy Lambert
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1️⃣ Social media is becoming increasingly significant for brand discovery. Marketers are now understanding the impact of social and budgets are shifting accordingly.
2️⃣ Instagram’s new algorithm and latest guidance will help us maintain organic growth. Instagram continues to evolve, but Reels remains the most crucial tool for growth.
3️⃣ Collaboration will help us unlock growth. Who we work with will define how fast we grow. Meta continues to evolve their Creator Marketplace and now TikTok are beginning to push ‘collabs’ more too.
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Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
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Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
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When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.
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- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
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Key Takeaways:
1. Real content is king
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Digital Money Maker Club – von Gunnar Kessler digital.focsh890
Title One is a comprehensive examination of the impact of digital technologies on
modern society. In a world where technology continues to advance rapidly, this article delves into the nuances and complexities of the digital age, exploring Its implications across various sectors and aspects of life.
2. Burberry Case Study / Aims
The aim of this case study is to show how
Burberry went from a failing company in
1997 to a successfully international luxury
brand, the route it took to accomplish this,
and the factors that are now ingrained in its
business model to ensure continued success.
3. Methodology
Burberry's past and present business
strategies also Branding Model are
broken down to show how the company
has reinvented and re-established itself
as an international luxury brand after a
serious drop in profits.
4. History of Burberry
Burberry is a luxury British fashion house established
in 1856 by Thomas Burberry. Not only does it
manufacture clothing, but also fragrances and fashion
accessories. Burberry’s distinctive check pattern is one
of the most widely copied trademarks in the world.
The first Burberry store was opened in Basingstoke
in 1856, and by 1870 had established itself by
focusing on the development of outdoor attire. The
brand is most well known for the creation of the
trench coat primarily for the First World War,
which became extremely popular after this. The
iconic Burberry check was soon placed in the lining
of the garments and sold more widely. Not only
this, but the brand have also been the outfitters for
explorers such as Roald Amundsen, Ernest
Shackleton and George Mallory, as well as
designing aviation garments and sponsoring the
fastest flight to Cape Town from London in 1937.
5. History of Burberry
Burberry was an independent company
until 1955 when it was taken over by Great
Universal Stores (GUS). In the 70s the
brand was strongly associated with
football firms, hooliganism and later the
‘chav’ stereotype. Fake garments with the
distinctive check printed on the outside
were sold to the masses, giving the
impression that Burberry was no longer
exclusive and took away its high
desirability.
but by the end of 1998's financial year, the
company had seen their annual profits
drop from £62 million to £25 million.
A reconstruction of the company's
business model was desperately
needed for the future.
7. Burberry Analysis
Burberry identified the key strategic challenges that faced their business:
• A heavy reliance upon a small base of core products;
• A company-owned retail network based within non-
strategic locations;
• An inconsistent wholesale distribution strategy with
Burberry products being sold in a wide range of retail
environments of varying quality;
• Parallel trading of Burberry products by legitimate
wholesale customers to other non approved distributors;
• A poorly controlled licensing strategy which resulted in
inconsistencies in prices, design and quality control across
markets;
• Under-investment in corporate infrastructures, specifically
in relation to marketing, merchandising, product
development and other support functions.
8. Solutions of Burberry
As a first step, Burberry hired a new
chief executive and began focusing on
brand image management,
product design and sourcing, and
distribution channels.
Since then the brand has tried to
reinvent itself, with advertisements in a
range of different magazines (i.e. GQ,
Esquire, Vogue, Harper’s Bazaar, etc.),
and by using celebrity endorsements
from Kate Moss, Agyness Deyn, Emma
Watson, Rosie Huntington-Whitely and
many more.
Burberry operates under 4 different
brands – Burberry Prorsum, Burberry
London, Burberry Brit and Burberry
Sport, with 2 regional brands recently
added (Burberry Black Label and
Burberry Blue Label).
9. New Business Model
It is important at this stage to note that
the various initiatives detailed above
markedly improved Burberry’s
financial performance. From 2000,
(when most of the initiatives were
concluded) to 2003, turnover
increased by 263 per cent and profits
rose by 630 per cent.
The Burberry business model
comprises four inter-related
dimensions:
(1) Products.
(2)Manufacturing and sourcing.
(3) Distribution channels.
(4)Marketing communications.
10. Burberry IMBC (Integrated Marketing
and Branding Communications)
Burberry clearly identify the importance of active
marketing communications in the development
of an image and lifestyle that is capable of
“generating interest among retail
customers, wholesale buyers and the
media”. In order to generate and sustain a
coherent brand identity, all Burberry marketing
activities are managed from London. Any local
form of marketing communication and activity
are determined by the direction provided by the
London marketing team.
There are three core strands to the
Burberry communications model:
(1) Advertising.
(2) Fashion shows.
(3) Editorial placement
All of them are Based on Brand Identity.
13. Brand Values
Burberry has always been devoted to providing high quality, long lasting garments for
their customers, especially when it was first established and creating outdoors attire for
various explorers. Their use of gabardine (a hardwearing, water-resistant fabric)
demonstrates this, and their intent to protect their customers and ensure that they have
the best quality items. When the brand first began it was also regarded as very
gentlemanly, which is still the case today.
In more recent times Burberry has been seen as very classic, chic and high-end. In
the 70s when the brand’s unfortunate link with football hooliganism began, their name
gained a negative connotation and their customers no longer wanted to be associated
with them. In 2006 when Chief Executive Rose Marie Bravo retired and Angela
Ahrendts took over the company, the check was placed back on the inside of the
garments and British celebrity endorsement helped gain a positive view once again.
Burberry brand value:
• High quality
• Desirability
• Class
• Exclusivity
• Trust
• Charity
• Innocence
• Devotion
• Success
16. Target Audience
Despite originally being designed for men,
Burberry has a female dominated target
audience; they would also have a high disposable
income. They are most likely to be around 26
years old and over, with a good career and no
children. However, the brand also have their
own children wear range which means that they
may appeal to some parents, although these will
probably be more successful business people and
those from wealthy backgrounds.
Burberry’s main garments such as coats and
dresses have an extremely exclusive and high-
end appeal. These would appeal mainly to
celebrities and very wealthy customers. Next
there are items such as bags and shoes – despite
still being very expensive, they are more
accessible and affordable than the other
garments, which broadens the brand’s target
audience. As well as this, the Burberry fragrances
are very much in ordinary people’s price range,
meaning that the brand does appeal to everyone
in some way.
17.
18. Marketing & PR Strategy
Burberry use more of a viral marketing
approach – it is not often that you see TV
advertisements or billboards promoting the
brand, yet there are always banners on
fashion websites (as well as print
advertisements in the same magazines)
which advertise Burberry.
As well as this, the brand appear at fashion
weeks around the world without fail, and
also host their own shows to showcase new
lines. This means that they are always in
the press (whether that be fashion
magazines, newspapers, blogs, etc.) and
therefore have constant coverage.
Burberry rely hugely on celebrity
endorsements, and they helped the brand
win back their reputation after their
downfall during 1970-2000s. Faces such as
Kate Moss, Agyness Deyn and Rosie
Huntington-Whitely keep the brand fresh
and appealing.
19. Successes/Failures
Burberry’s management has made smart decisions in investing in revamping its
brand as well as expanding it. The company recently purchased its licensed stores
in China to operate directly and further expand in the fastest growing luxury
market in the world. As well as this, the idea to feature all its lines under one store
concept instead of separating the different lines has helped its success.
In 2012 Burberry was the first brand to hit 10 million likes on Facebook, and still
remains the most liked brand on the social networking site. It has excelled in the
past 3 years, despite all its troubles at the turn of the century, after its association
with football hooliganism and chavs from 1970 onwards.
When the brand was strongly associated with the British casual cult, football firms
and violence, it saw a huge loss in profit and custom. In 2006 when new CEO
Angela Ahrendts stepped in, the company was rebranded entirely which kick
started its success story once more.
20. SWOT
Strengths:
• Well established brand
• High price point causing high
desirability
• Strong celebrity endorsements
• Distinctive check – instantly
recognisable
Weaknesses:
• Damaged name after football
hooliganism and association with
‘chavs’
• Not accessible to the working
class/those who aren’t as wealthy
– could also be seen as a strength
(exclusivity)
Opportunities:
• Could open more stores
worldwide to broader range of
cities
• Could cater for a wider age range
(i.e. selling more products such
as fragrances which are more
accessible)
• Sponsor more events
• More celebrity endorsements
• Host more Burberry shows in
different cities
Threats:
• Competition from other big
brands (i.e. Louis Vuitton)
• Threat of still being associated
with violence/hooliganism –
name still has negative
connotations
• Not enough stores in smaller
cities
21. Conclusion
Burberry's business model stands as both a generic example of
how to create a luxury brand, but also a unique one as well.
Their model identifies five key success factors:
1. The importance of clearly defined brand positioning
with attractive values and lifestyle associations.
2. Maximum market coverage through co-ordinated
distribution where retail and wholesale chains
complement each other.
3. Extension into adjacent product areas through strong
licensing agreements and/or internal capability.
4. Flexible management of important foreign markets.
5. Exceptional media relations management to create
and maintain the brand's reputation.