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Brands and branding - Essay Example

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Brands and branding

According to Burberry, the founder of the company he said that the company was established to help the young people realize their dreams through innovation and engage in creativity thus making life bearable to them. Marketing strategies used by Burberry The marketing strategies of the company are focused at providing provide value to the customers through the products and the type of information concerning the products that are in the market. Retail marketing Retail marketing has been commonly used by the company. As one of marketing strategies, it has the capability to make the company to be more competitive in the market. The core importance of using retail marketing plan is to make sure that the sales ratio of the company increases on the international front making the company to invest a lot in other marketing strategies (Clancy and Kriegafsd, 2000). When using retail marketing, the brand is recognized and established to the market thus having a trademark that the brands are widely known for. Due to use of retailing marketing, the company is also able to venture in foreign countries like China where the company has retail shops thus making great venture to the fashion brands that are in the industry. The only challenge that face the company when using the retail marketing are cheaper brands that are offered by the competitors. Customer awareness Burberry enjoys strong customer awareness, since the company brands in the past were favorite brands to Queen Elizabeth two and the Prince of Wales. Additionally, through the use of extensive advertisement, Burberry brands are used by many people and are given respect worldwide due to royal families’ involvement with the products. Objective as a marketing strategy in Burberry The primary aim of the company is to make sure that the brands are represented visually to target the customers hence making sure that the customers are satisfied and their ideas are listened to and again implemented, according to their wish (Philip, 2006). The customers are encouraged to be creative and if any one of them has an idea to come up with a brand that is unique in the market he or she is given the attention. This is based on the fact that the company was founded to make use of innovation and use of modern technology (Philip and Kevin, 2006). Social media The company uses Facebook and Twitter and the management post their new brand and others to social media as a method of advertising to make sure that it effectively competes with rivals. The company introduced the use of YouTube and launched films to promote the brands (Joshi 2005). The company still opens discussion forum which are used by the customers to make sure that their views and ideas are listened to and later implemented. Market segments in Burberry Market segmentation for Burberry is divided according to characteristic and personality aspects. For example, for the consumers who are 18-30 years old they have a certain brand of Burberry which they use as their product of choice. The second market segment is secondary age group that includes 30-40 years old. This category has certain brands of their choice that have unique characteristics that make them to be accepted by the secondary age group (Lenskold 2003). The third market segmentation is the families with high income and this gives them opportunity to buy expensive brands. The last market segment is for student and working individuals ...Show more


Running head: brands and branding 4th December 2013 Burberry Burberry Company is known to operate in 3 brands that make it to be widely known and to be scattered in almost 50 countries. Some of the brands are jackets, coats beauty gifts, and bags which are said to be the base line of the company (Lenskold, 2012)…
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Brands and branding essay example
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