Burberry: "Successful Brand Leadership"

Burberry: "Successful Brand Leadership" Essay example
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Burberry – “Successful Brand Leadership” Table of Contents Table of Contents 2 Introduction 3 Literature Review 4 Luxury Brand Management 5 Strengthening Brand Performance 5 Product Portfolio Amendment 8 Brand Positioning 8 Analysis 9 Product Line Strategies of Burberry 10 Product Portfolio of Burberry 11 Brand Positioning of Burberry 11 11 Conclusion and Recommendations 13 References 15 Introduction Burberry is a fashion company which produces and markets males’, females’ and kids’ clothing along with accessories and perfumes.


Burberry propelled the ‘Prorsum designer collection’ for reinventing its image as a luxury brand. Burberry has exploited the marketing opportunities and the brand extension strategies to promote the brand towards the young age group who are very much aware regarding fashion and style. Burberry has effectively managed the brand and maintains the leading position in international fashion industry. In present days, the Burberry brand stands for authentic British heritage, quality products and modern as well as classic fashion items. The logo of Burberry has become an internationally accepted icon for fashion. The business unit of Burberry is distinguished by capability of producing diverse category of apparel products for male, female, kids and teenagers. Its market is expanded internationally and also uses advanced marketing tools such as e-commerce and social media. In the year 2010, the revenue of Burberry for apparel products was calculated as ?1,280 million which was 1% more than 2009. The huge success of Burberry in the luxury market is due to its branding strategies (Burberry, 2010). ...
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