Burberry Reinventing the brand

LAILA DE BOER DANIELA GUMA ANDREA FUCHS

THIBAULT TOUSSAINT MARTIN AVENI

Q1. How the clothes were bearing the Burberry name before 1980:

Gentlemens outfitters British army; support for the national cause Upper middle class Casablanca and breakfast at tiffanys Associated as an Asian brand; lost interest by UK upper middle class

Q2. The brand building factors used by R. M. Bravo to rebuild the Burberry brand:

Product redesign and brand stretching - New designer, Roberto Menichetti - Extend the brand to new range of products
Contemporary advertising campaigns - Famous photographer & famous models Sort out distribution - Close unprofitable stores and focus on flagship stores in metropolitan cities - Brand stretching International expansion - at least 30 countries up to 100 stores worldwide

Q3. Problems that might arise in trying to build Burberry into a global brand:
The brand identity is often associated with the home country

Two choices :
- Emphasise these associations ( Burberry) - Embody the world cultural differences

Loose brand identity - The brand image can be tarnished by Counterfeits The brand image can be seen differently in other parts of the world Advertisement has to be world wide understood

Q4. Problems regarding new strategy of Burberry:

Rebranding: Rebranding is the process of giving a product or an organization a new image, in order to make it more attractive or successful.

Danger of rapid expansion - Loans aquired for expansion are so large - Bureaucracy Loss of reputation that has bee build over years - Image Asian company remains - Good range of testimonials? E.g. Beckhams Drift away of former, traditional customer through loss of connection to customer - Younger, fresher consumer - Gift for affordable prices - Younger designers no respect for brand`s rutes Consistency is gone - Redesign of flagship product raincoat - New range of products for children, jeans line

Conclusion

Top 10 brands in the world average age of 84 years Key to stay in top: reinvention, pushing bounderies, responding to the needs of fashion, the environment and communities Reinvention of marketing: - Making new products - Leverage brand and move to other areas

Emphasise the credentials of the Burberry brand