Positioning and Repositioning | Case Study

Running head: BURBERRY
BURBERRY
Name of the Student
Name of the University
Author Note

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BURBERRY
Positioning and Repositioning
Positioning is one of the aspects in every organisation in which the offerings are
differentiated from one another so that the cusumers are attracted towards the product and are
tempted to purchase it (Baines, Fill and Rosengren 2016). It also shows the company’s
perception about its customers and the brands that are based on their perception. Positioning
of brands have become very essential for every organisation that helps the marketers to
communicate as well as target the customers that is based on the customer needs. Positioning
therefore helps impart a meaningful message to the customers so that they are compelled to
buy the product (Baines, Fill and Rosengren 2016). Repositioning on the other hand is a shift
in the perception of the marketers where they make new offerings that are more appealing
from the other products in the market (Menon and Yao 2017). One of the most essential
reason behind repositioning is that it helps in monitoring the current position of the products
as well as services over time. It further helps them to change the perception of the customers
that they have regarding the brand.
After reading the case study it is quite evident that Burberry aims at repositioning the
brand to address more influence on the market as well as its activities while keeping in mind
the perceptions of the customers and its target market (Menon and Yao 2017). This can only
be achieved when new strategies are developed that focuses on positioning that will further
help in growing the base of the customers and reach a higher-end market (Baines, Fill and
Rosengren 2016). To go up the ladder Burberry needs to adopt expressive positioning by
following the user approach. By doing this a good communication strategy will be built that
will appeal the targeted customers keeping in mind the reputation of the brand.
Repositioning is adopted by Burberry due to a continuous change because of
globalisation, instability in economy, changed perception of the consumers as well as

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BURBERRY
technological advancements. By repositioning its products the company will be able to make
a new image for themselves. Through the strategy of repositioning the company will be able
to strengthen its distribution channel and focus on its luxury products. According to Clark,
Conti and Lee (2018), digitalization is helping in reshaping fashion in distribution as well as
marketing activities. Repositioning will also help in bringing new capabilities that will help in
competing with other market. Thus by repositioning its products Burberry will be able to
retain themselves in the market and gain more customer loyalty.
Positioning Map
To effectively position the brand it is essential to understand the different attributes
that a product offers. The positioning map is a tool that is useful in understanding the
complexities in the attributes of the product and also allows the marketers to see the
representation of the market visually (Baines, Fill and Rosengren 2016). The figure below
shows the position of Burberry in relation to its competitors as well as the progress that they
have made after repositioning themselves. One of the most competitive as well as primary
factor for any brand is the strength of the brand, the design of the product, the materials used
to maintain the quality of the product, convenience, ambience of the store, process of the
development of the product as well as its delivery and the customer service experience
(Roncha and Montecchi 2017). Both Gucci as well as Primark are leading marketers in their
respective fields. Both always strives to increase their trade over the world that helps them to
retain in the market. Burberry too is now moving up the ladder and is trying to compete with
the above two brands.