Brand Repositioning of Burberry: Importance, Methods, and Positioning Map

BURBERRY BRAND
REPOSITIONING

Table of Contents
INTRODUCTION.......................................................................................................................................3
MAIN BODY..............................................................................................................................................3
Importance of positioning and repositioning...........................................................................................3
Positioning map.......................................................................................................................................4
Methods of brand repositioning...............................................................................................................5
CONCLUSION...........................................................................................................................................5
REFERENCES............................................................................................................................................6

INTRODUCTION
Brand Repositioning is basically the process through which an organization changes its
brand status within the marketplace. The main aim of this report is to study the brand
repositioning of Burberry and analyze its effectiveness. Burberry is primarily the British luxury
organization being established in 1856 by Thomas Burberry and headquartered in London, U.K.
This report gives an overview of importance of positioning and repositioning, positioning
map and methods of brand repositioning.
MAIN BODY
Importance of positioning and repositioning
Positioning is basically the place which brand occupies within the minds of customers
and the way in which it is mainly distinguished from other products of competitors. The major
importance of positioning is that it enables the marketers to determine that how to communicate
their product attributes to customers. Repositioning on the other hand, is altering and changing
the position of brand as well as product within minds of customers relative to offering of
competitive product. The main importance of repositioning is that it helps the marketers as well
as organization to change the perception of customers about their brand and thus create a new
image or the target market in order to increase the sales (Ceil, 2018).
As Burberry intends to move up and grow in the market, if this repositioning within the
luxury market become successful then it will help Burberry to high extent. Firstly, this
repositioning will help the company to gain competitive advantage. As various luxury brands
like Michael Kors, Prada have reduced their number of handbag designs thus in this view, if
Burberry comes up with the innovative and new leather goods like handbag then it will at the end
will help the company to gain an edge over the competitors.
Secondly, this reposition will also help the company to enter new market segment and
enlarge the customer base. The new move of the company to leverage the digital reach and
making easier for customer to purchase online thus if this becomes successful then this will help
company to enter the new market segment and attract the new and different customers. Along