Burberry: Co-Branding Opportunity with Bond 25

This report analyzes the co-branding opportunity between Burberry and Bond 25, focusing on the external environment, target audience, USP, benefits, and brand placement strategy. The report suggests a seamless integration of Burberry with the movie to drive brand awareness and revenue.

Running Head: Brand & Branding
Burberry
Brand & Branding
Individual Report

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Contents
Introduction to Report................................................................................................................................................... 2
Analysis of External Environment............................................................................................................................ 3
Target Audience of Bond Movies.......................................................................................................................... 3
Burberry Target Audience....................................................................................................................................... 4
USP of Burberry........................................................................................................................................................... 4
Benefit due to the co-branding opportunity......................................................................................................... 4
Opportunity for Burberry........................................................................................................................................ 4
Opportunity for Bond 25.......................................................................................................................................... 5
Presentation of Brand in Bond 25........................................................................................................................ 5
Oral & Visual Placement........................................................................................................................................... 6
Brand Placement Strategy............................................................................................................................................ 6
Conclusion.......................................................................................................................................................................... 7

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Introduction to Report
James Bond is a fictional character which was created in the year 1953 by Ian Fleming.
Bond is a British secret agent who works with MI6 and has been given a codename,
007(Hines, 2018).Until now, 24 movies have been released and another movie is on the
floor by name of Bond 25 and is slated for release in the year 2019. EON production in
collaboration with MGM (Metro Goldwyn Mayer) and Universal production have tied up
for the worldwide release of the 25th Bond film (Lewis, 2018).
Burberry is a global luxury brand which was founded in the year 1856 which has a
distinctive British identity (Walker, 2018). The brand has established a strong
reputation for design, innovation and craftsmanship (Henninger, Tong & Vazquez,
2018). Bond movies are known for its high glamour values which have a strong
resonance with Burberry’s brand image. The cast of James Bond is seen wearing sharp

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suits and trench coats through -out the movie, which makes Burberry an ideal
companion for the brand placement and Tie-in.
The report here will focus on the analysis of the external environment and why
Burberry is the perfect fitment for Bond Brandscape. The report will further delve in as
to how this co-branding opportunity will benefit both Burberry and Bond Brand. Brand
placement strategy for Burberry will be suggested to draw maximum leverage for the
tie-up.
Analysis of External Environment
The James Bond film series is one of the longest continually running film series in the
entire History which has been in existence since 1962. Bond movies have grossed more
than US $ 14 Billion at current times, people across the globe are big fan of Bond movies
and the movies have always stood unto the expectation of its Target audience (Dodds &
Funnell, 2018). One of the strongest factors which make Bond movies hugely popular
due to its ensemble star cast. Some of the all- time favourite and popular Bond actors
have been, Sean Connery, Roger Moore, Timothy Dalton, Pierce Brosnan & Daniel Craig.
These actors in their times have had humongous popularity with the audience and the
Present Male Protagonist Daniel Craig is touted as the most popular Bond in the history
of Bond movies (Dittmer, 2018).
Target Audience of Bond Movies
Occupation Social Status Social Grade
Managerial,
administrative,
professionals and
celebrities
A Higher middle class &
middle class. It is about 5%
of the population.
Mid-level management,
administrative and
Professional
B Middle class, 20% of the
population.
Other Professionals C1 Lower, middle class.
Constitutes around 28% of
the population
Skilled and Manual
workers
C2 About 21% of the
population
Unskilled manual
workers
D Working class

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(Source: Kim & Kim, 2018)
Burberry Target Audience
Burberry has been really smart in its market positioning; it keeps on doing addition in
its product line to target almost all generation of people with a single theme standing
out-functional luxury. Burberry clothes can be worn by people from all ages and of both
genders. The current strategy of Burberry is aimed at Millennial, rather than the usual,
older trench coat wearer which accounted for a large part of sales (McNamara, 2018).
USP of Burberry
USP of Burberry will help in understanding the fitment of the brand with the upcoming
bond movie. The USP of the brand is as follows:
 Extremely powerful and distinctive brand identity.
 International recognition.
 Highly differentiated brand values.
 Multi-generation and dual gender audience.
 Elite fashion for premium segment.
 Brand showcased quality, strong and elegance.
 Affordable Fashion
 Presence in 50 countries and have more than 500 + stores.
 Strong associations with international celebrity.
 Royal warrants granted by Queen Elizabeth and Prince of Wales (Loureiro,
Maximiano & Panchapakesan, 2018).
Benefit due to the co-branding opportunity
Co-Branding can be understood as a marketing strategy which uses many brand names
on a good or service for strategic alliance. In the case above, co-branding of Burberry
and Bond 25 is highly advantageous to both and each will contribute to the success of
each brand.

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Opportunity for Burberry
The idea of Co-branding here is to give Male Protagonist Daniel Craig to wear Burberry
outfits in the entire movie. Trench Coat, Jackets and Casual Shirts will be worn from the
clothing section and Formal footwear will be a part of the shoe collection of Burberry.
As both the Burberry and Bond have British identity, it will help Burberry to leverage
the target audience of Bond and help in increased penetration of the brand. The
increase in brand awareness will contribute to higher revenue and sales, thus
increasing the profit of the company (Lucarelli, 2018).
Moreover, as Bond movie is slated to have a worldwide release, it will further help
Burberry in creating strong brand awareness in the markets the company has yet not
been able to step into. Bond 25 will give it access to the unexplored territory and the
huge investment as the co-branding partner would be leveraged by the market
expansion opportunity for the company.
Opportunity for Bond 25
Bond movie are in existence since the early 1960s, ever since the franchise has been using
various brand integration program to earn sizable revenue which would give impetus to its
brand leverage, advertising and would also bring down its opportunity cost as the Burberry
would be spending a lot of money to advertise in the movie.
Another opportunity for the Bond movie by co-branding opportunity with Burberry is the
taking advantage of the organic and in-organic promotion done by Burberry will help the movie
to gain awareness and people would get to know the date of the movie release. Further, Contest
by Burberry in sync with Bond 25 will help in developing engagement with its target audience,
creating a strong buzzword in the industry and the entire movie world (Strahle & Strobl, 2018).
Bond as a character is extremely stylish; he is seen driving Fancy cars such as Aston Martin and
wearing strong labels, it is a depiction of his swanky and classy personalities. People wearing
the brand and driving such cars would organically be attracted towards the promotions of the
movie and will come in large numbers to watch the film, assuring a strong run at the Box office.

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Presentation of Brand in Bond 25
It is extremely important to focus on the presentation of the brand in the movie as it should not
look like it is forced, it should look very natural and an integral element of the movie. The brand
will be presented in the movie in the starting titles as the “OFFICE WWARDROBE PARTNER OF
BOND”; this would look extremely natural and make the brand merge seamlessly with the
movie titles.
It has been decided to showcase the brand at the most 6 times in the movie, where it will be 2
times in the form of oral presentation and 4-5 times a visual presentation of the brand. Some of
the strategies have been thought over to merge with the movie contributing to the seamless
merger of the brand Burberry with the movie.
It will be used exclusively by Daniel Craig who is the male protagonist of the movie. Some of the
ideas developed for the visual and oral placement are:
Oral & Visual Placement
 The first mention will be in the starting title- OFFICIAL WARDROBE PARTNER OF BOND
 The second will be a visual mention, in a high speed car chase sequence; it will be shown
that Daniel Craig when stepping out of his Aston Martin Car, carefully takes his coat out
and puts it at the backseat, the logo will be highly visible to the movie audience.
 Brand integration will be, while looking for a convict in the movie, Daniel Craig would be
shown running in a mall, and he would enter “Burberry” brand store looking for the
convict.
 While driving Aston Martin on the roads of England, alongside, a Billboard will be
shown, reflecting the Poster of Burberry.
 In a scene, where he would go to attend the Birthday party of the MI6 chief, he will be
shown carrying big gift bag of Burberry to give it to his Boss.
 Integration is a special effect slow motion sequence, Bond will be seen kicking in the
face of the convict, and the “SHOE LABEL” will be shown in the slow motion while hitting
the face of the convict.

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Brand Placement Strategy
A number of strategies have been thought over for the Brand integration of Burberry with the
Bond movie, which is a reflection of both the Web 2.0 and traditional advertising strategies
(Srivastava, 2018).Some of the strategies are:
 A limited edition collection of the Bond wear will be showcased in all the stores of
Burberry across the Globe.
 A contest will be run, for three month in which people who will shop the maximum in
the entire duration will get to watch the Premier show of Bond 25.
 The limited edition of Burberry will showcase the packaging of Bond 25 Poster.
 The stores will have big cut out of Daniel Craig throughout the stores.
 In few of the interviews of Daniel Craig, a question will be specifically asked on how was
the comfort on wearing the Brand Burberry.
 Contest, quiz on Social media with an integration of both Burberry and Bond 25 movie
will be showcased.
 The marketing team will put an effort to sell some of the premier show tickets to the
customers who for the entire duration of the advertising campaign showed the
maximum engagement with the brand,
It can be said that the brand placement strategy in case of the movie will be a combination of the
marketing efforts from the Burberry team in the ecosystem of high engagement and conversion.
The brand will focus on leveraging the brand association to drive footfall in the store and
widening its target audience.
The important part here is that Burberry is looking forward to Tie –up with Bond 25 to gain a
foothold in the market against its existing competitors such as Chanel, Christian Dior, Hugo
Boss, Prada, Versace and many more. The co-branding will give Burberry the opportunity to
target the audience segment of its competitors and also drive a strong brand mileage.
Conclusion
Bond series is the longest running series in the history of movies which has huge popularity not
only in the UK, but across the globe. In the similar manner, Burberry is a British brand with
strong brand identity, hence a strong co-branding opportunity for Burberry. The placement
strategy is in sync with the contemporary tools of marketing including the social media tools

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and cross advertising. The brand is focussed on taking the leverage of the Bond 25 movie to
exploit its market expansion opportunity in the unexplored territories.

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Dodds, K. and Funnell, L., 2018. From Casino Royale to Spectre: Daniel Craig's James
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