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Strategic Brand Management Report- Burberry and M&S

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Added on  2020-01-28

Strategic Brand Management Report- Burberry and M&S

   Added on 2020-01-28

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Strategic Brand Management in a Global Context
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Table of ContentsINTRODUCTION......................................................................................................................4TASK A......................................................................................................................................4Task b.........................................................................................................................................8Task c.......................................................................................................................................12Conclusion................................................................................................................................13references..................................................................................................................................14
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Illustration IndexIllustration 1: Channel mix.........................................................................................................5Illustration 2: Regional mix........................................................................................................5Illustration 3: Product mix..........................................................................................................6Illustration 4: Business model of M&S......................................................................................7Illustration 5: DRIP Framework.................................................................................................9
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INTRODUCTIONBranding plays a vital role in the marketing of any business, whether large, mediumor B2B or retail. It creates a major edge to survive in competitive market. Brandingmanagement helps an organisation to stand out from other competitive rivalries. There aremany successful brands like Marks & Spencer, Burberry etc. The present report discuss aboutthe competitive nature of two markets and various brand strategies adopted by them. It willalso brief about the brand equity and brand positioning. Moreover, this report also provide acomplete understanding of marketing activities to build brand equity with the context ofBurberry and M&S.TASK AIdentification of two companiesBurberry Group PLC is well-known UK based luxury fashion house, which isheadquartered in London. It is also renowned for its excellent products and services. TheBurberry's fashion house is popular for its various fashion accessories, ready made outer-wears, sunglasses, cosmetics and fragrances. It consists of various branded apparels andaccessories of different categories including men and women. The fabrics for cloths and othermaterials are purchased from well-known suppliers, then products are manufactured andsupplied across the world. It developed marketing and creative content to engage and connectits branded products and brand with customers (Kapferer, 2012). The company is operating inaround 497 regions globally via its stores and through online site Burberry.com as well asthrough many offline mediums.Burberry has four key themes that underpins its strategic agenda and helps in toconnect its various global activities. These key components are: Brand First; Famous forproduct; Customer-centric and Productive and responsible. The first key theme, Brand Firststates that Burberry's business is carry out by its brand name, there are several decisionstaken for its long-term interests to maintain its brand image. Famous for Product depicts thatBurberry is committed to deliver quality, distinctive and authentic products. There should beinnovations in its cloths and other fashion accessories while manufacturing and designing.The company has belief to focus on its customers, it aimed to engage with customers throughboth online and offline mediums. It also emphasize on the efficient ways to increase theproductivity of the business.
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