Comprehensive Report on Brand Management: The Burberry Case Study

This report provides a comprehensive analysis of brand management strategies, using Burberry as a case study. It begins with an introduction to branding as a marketing tool, explaining its importance and evolution in business practice, and then delves into the key components of a successful brand strategy, focusing on building and managing brand equity. The report further analyzes different strategies of portfolio management, brand hierarchy, and brand equity management. It also explores how brands are managed collaboratively and in partnership, both domestically and globally, and concludes with a discussion of various techniques for measuring and managing brand value. The report utilizes secondary research to provide a detailed overview of Burberry's branding and marketing efforts.

Brand management

Table of Contents
INTRODUCTION................................................................................................................................3
TASK 1.................................................................................................................................................3
P1 Explain importance of branding as a marketing tool and why and how it has emerged in
business practice..............................................................................................................................3
P2 Discuss Key components of a successful brand strategy for building and managing brand
equity...............................................................................................................................................4
TASK 3.................................................................................................................................................6
P3 Analyse different strategies of portfolio management, brand hierarchy and brand equity
management.....................................................................................................................................6
TASK3 .................................................................................................................................................8
P4 How brands are managed collaboratively and in partnership both at a domestic and global
level..................................................................................................................................................8
TASK 4...............................................................................................................................................10
P5. Different types of techniques for measuring and managing brand value................................10
CONCLUSION...................................................................................................................................11
REFERENCES...................................................................................................................................12
Books & Journal:...........................................................................................................................12

INTRODUCTION
In business sector, it is important to market and perform branding of product so that
promotion is done at larger scale. Branding is defined as process of creating & developing design,
name, symbol, which is identified by others easily (Veloutsou, 2018). Maim aim of this report is to
understand the importance of brand management so that organisational activities are executed.
Burberry, a British fashion house headquartered in U.K. It distributes as well as design products
such as footwear, leather goods, fashion accessories etc. Enterprise is located globally & has wide
number of stores, employees worldwide. This report comprises of importance of branding as
marketing tool, key components of successful brand strategy, different strategies of portfolio
management, brands collaborations and different types of techniques for measuring & managing
brand value.
TASK 1
P1 Explain importance of branding as a marketing tool and why and how it has emerged in business
practice
In organisational sector, branding as well as marketing both are importance which gives a
competitive edge in business. It is necessary to use them so that goals are objectives are achieve in
appropriate way. In relation with Burberry, branding is used as marketing tool through which
company is able to enhance their recognition at international level which is beneficial for business
(Chow, 2017). Main purpose of this report is to increase goodwill of a company in market. Without
use of brand or branding, it is difficult for enterprise to survive in market for longer period of time.
Therefore, there are various importance of branding as a marketing tool which is further
explained below-
 Branding assist in recognition- Using branding as marketing tool assist in enhancing
recognition & goodwill of brand at larger scale. This is because customers are easily
attracted towards a brand name & purchasing is done accordingly. In relevance with selected
firm, they also do branding of company through social media, tools etc. Moreover, they are
well recognised globally and which helps them to carry out such marketing activities
properly (Liu, 2018).
 Generate new customers- It is another reason of using branding is marketing tool in which
it help in generating new customers to business by attracting through design, new features,
offers etc. In context of selected entity, generate new customers in market during their sales
peak period time. New & old customers both are important for company.

 Sets expectation- When branding is involved, it enterprise are required to fulfil expectation
of customers so that relationship remain stable. So, it is seen that it sets expectation &
which are to be examined by organisation.
 Build confidence- Through properly focusing on branding it improves & develop level of
confidence of enterprise to understand end users. Through higher confidence, strategies are
easily adapted & which results in carrying out activities & using of resources efficiently.
Branding as marketing tool-
 Increases goodwill- When branding is used in market, it help in increasing goodwill in
market of firm at higher level.
 Enhances profitability- Using branding as marketing tool leads to enhancing of
profitability at higher level. In relevance of selected entity, adopting of branding leads to
enhancing their profitability ratio.
Key components of successful brand strategy
 Understanding audience- It is important component in which it is crucial to understand the
audience of brand so that it is easy to implement strategy.
 Brand promise- This is another key element in which brand promise is needed to be
focused on basis of which firm need to deliver what they have promise so that brand
strategies are initiated at marketplace accordingly.
Branding has emerged in business practice with changing period of time & rise of
competition in apparel industry. Through focusing on this concept help businesses to make
decisions regarding functions, operations & activities in most effective way. Thus, it has been stated
that branding is most effective tool which is required to be used with proper market considerations
w& which leads to achieving of overall common desired goals. In this competitive era, it is
necessary to be different from others so that customers attracted towards a brand name. Concept of
branding is wider & broader which requires deep level of skills, expertise & knowledge. (Mills,
2019). The information related to branding of chosen company was collected through using
secondary source of information. Also, is analysed that selected firm has been evolving with
market & is improving their branding level in market through promoting & advertising In more
foreign countries. For example- In context of Burberrry, do promotion by social media platforms
such as Facebook, e-commerce websites such as Amazon, Alibaba etc. (Veloutsou, 2018).
P2 Discuss Key components of a successful brand strategy for building and managing brand equity
In marketing, brand equity refers to value of a brand which gives value to a brand. It is

often examined that brand equity is is essential because higher end users purchases frequently
products of brand with higher brand value in market. To build brand equity, it is necessary to
provide quality of products to customers so that they retain for longer interval of time. To have
higher brand equity, it is necessary to have delivered unique product design or features,
specifications which results in influencing purchasing decisions of buyers. So, selected entity need
to adopt brand strategy which assists in company how they can attract more end users. A brand
strategy is defined as set of actions or tactics used by entity to market their brand name in market.
Without use of strategies, it is not easy to achieve goals in specific manner. In relation with
Burberry, they have also carry out brand strategy & focuses on several components which are
further discussed below-
 Target audience- It is first most important component of brand strategy which is needed to
be consider because in this it reflects those person who are likely to purchase brand
products. It is duty of manager to make assure that in B2C market target audience is
identified properly. In context of selected entity, they their target market is mostly luxury
customers who expect for quality of products. It is necessary to be aware about market in
which products is to be sold so that strategies, resources & other activities related to it are
carried out accordingly (Choi, 2017).
 Brand promise- It is another crucial component of brand strategy in which it depicts what
customers or target audience can expect from brand or a product. In relevance with Chosen
Corporation, target audience of company expect high quality, appropriate services & offers
on products. It is necessary to deliver promise tom target audience so that a trust is
developed between both parties. It leads to have higher brand equity within a market. A
firm delivering promise to customers has high brand equity in market.
 Brand value- In this element of brand strategy, it is also essential element which is to be
focused as it reflects core values of a company on the basis of they perform their functions
& operations. By focusing on brand value, it gives a competitive benefit to firm which is
beneficial for running activities of functions (Padmanabhan, 2016).
 Brand positioning- It is another element which is needed to be consider to for building or
managing brand equity because it depicts position of a particular brand which is hold by
them in specific market. In reference with selected entity, they have premium positioning of
company in market. It is examined that customers purchases products of company on basis
of their position in market.
It is analysed that to access to resources & large customer base it is important to have higher
brand equity through which it is easy to accomplish organizational goals. Developing equity is time

consuming process but is required to adapt by enterprise. Discussed components of brand strategy
shows that it is necessary for entity to focus on these elements so that equity is managed in most
appropriate manner (Chow, 2017).
TASK 3
P3 Analyse different strategies of portfolio management, brand hierarchy and brand equity
management.
In business sector, it is important to have a goodwill so that objectives are achieved
properly. It is important for company to establish relation between customers, product and
management which results in achieving of better results. To enhance business activities, products,
services at larger scale it is necessary to promote band name within a market. In reference with
Burberry, they use strategies in such a way that all goals & objectives are achieved in proper
manner. Manager of entity ensures that effective tactics are adopted which help in achieving of set
expectations appropriately. In organisational point of view, it is difficult to survive in market
without using proper tactics in business & management.
Portfolio management- It refers to controlling, selecting, and prioritisation of entity's
projects or programmes with aim to deliver strategic capacity. Also, its main is to analyse
appropriate investment tool at correct place. In reference with selected enterprise, they use different
portfolio management strategies such as active and passive portfolio management strategies. Both
are effective strategies are used by enterprise. Through this concept, it is easy for Burberry to
invest in market through using appropriate tools. In relevance with selected entity they focuses on
active portfolio management strategy. It is type of strategy in which advantage of market
inefficiencies is achieved by managers or enterprise. Through using appropriate strategy of portfolio
management, it is easy to achieve objectives & use resources in correct way. By using this strategy,
it is easy for chosen company to achieve & invest in resources appropriately (Wang, 2018).
Active portfolio management strategy
It is a kind of strategy in which depends on fact that a specific style can generate higher
profit within market and to business. It includes higher average costs & take benefit of market
inefficiencies. In relation of selected entity, they can adopt this strategy as it helps them to
implement and generate new ideas.
Brand Hierarchy- It refers to exploring or categorising of brand strategy amongst wide
types of products in specific brand. It is important for enterprise to have brand hierarchy as it assist
in displaying if all products related to a company & are categorised under sub-brand. In relation

with chosen entity, they too has wide range of products such as footwear, fashion apparel, etc.
Brand Hierarchy are of several types such as family brand, individual brand, etc. (Mathur, 2019).
There are various types of strategies which can be used by firm like umbrella, endorsement, line,
independent branding etc. Manager of corporation assures that such strategies after adopted after a
deep market analysis so that objectives are obtained specifically.
Brand equity management- It refers to managing value of brand name to achieve
organisational strategic goals. It is systematic procedure which is being carried out by company to
improve or manage their brand name. In relation with Burberry, they manage their brand equity
with purpose of improving image in mind of customers. It is broader concept which requires focus
& knowledge of market. To further understand this concept framework has been explained as
follows-
Consumer Based Brand Equity (CBBE model)
According to this model, it is related with brand equity concept & specifies that by
understanding customer's behaviour & demands, brand equity is build (Tran, 2020). It also states
that if customer & brand are interconnected then there is positive establishment of higher brand
equity. With help of this model, it is easy for company to analyse to use which type of strategies &
tactics while targeting audience or market. It is adopted by selected entity at all aspects on basis of
which it is easy for them to survive in market for longer interval. This model is kind of pyramid &
comprise of various types of levels which are further discussed below-
Level 1- Brand identity

It is first aspect in which a brand defines & depicts itself in eye of customers. It is level in
which the way customer sees a particular brand from other brand in comparison. In relevance with
selected company, they defined themselves as fashion luxury brand ion eye of customers. Identity of
firm is essential as customers are aware about brands in proper manner. For example- selected firm
is being viewed by customer as premium brand. On the basis of this, they are able to attract
customers.
Level 2- Brand meaning
In this level of CBBE model, clear purpose & meaning of entity is defined so that
customers easily access to product. Through this, it is easier to provide information to customers in
appropriate manner. Through properly showing clear meaning of brand, entity is able to attract most
of customers towards product & provide them information accordingly (Tucker, 2019). For
example- in reference of selected entity, they have simple brand meaning which is to deliver quality
of products to customers which fulfil their needs & demands.
Level 3- Brand Response
This is third level of CBBE model in which reflects the feelings of customers tend a user
who purchase products are generally happy & which leads to increase of goodwill in market. It is
necessary to record response of customer so that expectations are fulfilled in future period.
Manager of firm assures that products are deliver in such way that customer needs are fulfilled &
positive feedbacks are received by end users (Junior, 2018). For example- in relevance of Burberry,
they have system in their management in which they record feedbacks of every customer who has
purchased product of company.
Level 4- Brand resonance
It is last aspect of CBBE model which reflects the high strong connection between
customers & brand. Brand resonance is necessary to be examined so that customer relationship is
maintained between old parties. In reference of given entity, they ensures that products are delivered
to customers in correct way. Further, there are various types of factors in which unpin this level
such as behaviour, values & attitude, engagement of customers, connection/ feelings. It is necessary
to focus toward these factors so that relationship is developed effectively (Mills, 2019).
There are various types of BEM strategies which are discussed as follows-
Competitive analysis
Through carrying out market and competitor analysis it is often seen that being aware of
competitors helps in achieving of goals in appropriate way. Further, in context of chosen firm they

too uses this strategy which is beneficial for growth.
Therefore, it is examined that portfolio management, brand hierarchy & brand equity
management are crucial concept which are necessary to be carried out properly. With reference of
selected entity they use strategies related to these concepts & CBBE model in proper manner which
results in accomplishing of both long & short term goals. Further, it is necessary to make
appropriate decisions regarding strategies which are to be adopted. Through use of appropriate
frameworks, it is easier to use tactics in effective way.
TASK3
P4 How brands are managed collaboratively and in partnership both at a domestic and global level
In market, business is carried out at both national as well as international level. Decision
making in company is processed depending upon these regions level. Brands use different ways of
entry into foreign market such as franchising, licensing, partnership which are managed by them in
proper manner. In both domestic & global aspects, partnership is collaboratively managed by
Burberry while carrying out market research. In relation with Burberry they have been also in
partnership with brand known as Tencent. Tencent is multinational Chinese Conglomerate company
headquartered in China. This firm deals in products & services which are internet-related, which
includes entertainment, artificial intelligence etc. Moreover, managing of collaboration &
partnership is managed through brand extension at larger scale (Chatzipanagiotou, 2019). By
adopting brand extension, it is easier for both companies to manage partnership & implement
strategies accordingly. It is one of most appropriate method of enhancing brand equity at wider
scale.
Collaborative and partnership agreements
This is a part of brand extension which are utilized by corporation at global & international
level when companies operate their business in another country. Organisation use partnership and
collaborative agreements when it operate its business in foreign country and had not any resources
there, it use these kind of agreement with that company which are well stabled in that country. For
example, if Burberry wants to establish its business in another country, it can make partnership and
collaboration with other companies such as Tencent which are already well established in that
country (Schivinski, 2019). That company which can provide needed resource to Burberry for its
business. It is beneficial for chosen firm because if that company which is already running its
business in that country where it start its business, they can start its business and by utilising
resources it can establish its business in less time.
Collaborative brands at global level-

At global level, brands are being managed by forming agreement with each other and by
carrying out mutual activities within business.
At domestic level
In this, collaboration is carried out with less legal formalities as compared to international
aspects. Moreover, decisions are made easily.
Partnership- international aspect-
At global scale, partnership is carried out on basis of foreign countries & accordingly
decisions are made.
Domestic level
At domestic aspect, partnership do not require much paper work as compared to
international level.
It is crucial to manage partnership at both global & international level so that goals of both
firms are accomplished in proper manner. Main purpose of being into partnership with each other is
to develop a social retail in China. They both uses Ansoff matrix to manage collaboration at all
level & it is further explained below-
Ansoff Matrix-
 Market penetration- It is strategy which used by both Tencent & Burberry in which main
focus is on increasing profit & sales revenue by expansion of their activities & product in
existing markets. In relevance with chosen entity, they are able to expand their product
portfolio at lager scale in U.K (Ziegenfuss, 2016).
 Market development- In this aspect, companies focus on & achieve their growth by
developing their products to new market sectors. Through focusing on market development
, Burberry has introduces new apparels & accessories in U.S, China etc. Through doing this
, they are able to develop their brand globally (Padmanabhan, 2016).
 Diversification- It is last aspect of matrix in which it specifies that new product developed
within in new market sector. Furthermore, in reference with Burberry they are developing
their new products & services in new market of China. This is mostly used by that enterprise
which have high financial base & are capable for managing & handling of risk.
Through focusing on Ansoff Matrix, brand expansion is being adopted in appropriate way.
It is responsibility of manager to assures that partnership with other brand is done in correct way.
So that proper relationship is maintained. It is a critical process which is required to be focused.

TASK 4
P5. Different types of techniques for measuring and managing brand value
Brand value: This factor is beneficial in maintaining reputation of business about the
awareness among customers related to their products. If there are various product categories but if
there are not according to the requirement of client, then they have zero value. This can be achieved
by analysing customer loyalty, recruiting staff and retaining staff members. Without focusing on
entity value, it is not possible to achieve objectives in proper way.
Survey: Company should develop plans to carry put survey on their potential customers in
order to offer them goods according to their requirement. If the products can satisfy demand of
client, then they will repeat purchase their products this will result in enhancing brand value thus
growth of company. Example: Burberry is luxurious fashion house and having good reputation at
the market area this is positive aspect as they can enhance their profitability index by increasing
customer footfall. It is one of the most effective measurable techniques which are needed to be used
while managing brand value. It is time consuming process but is effectively t be used by enterprise
with proper market considerations.
Advantages
Main benefit of this technique is that it is beneficial as it provides fresh and new information
to users.
Disadvantages
Limitation of this technique is that it is a time consuming process and biases ratio is high.
Brand Awareness: This factor is related with developing awareness about the goods offered
by company. The firm is using various advertisement channels for promoting goods with the help of
sign, symbol, logo in order to make customers familiar with the brand. Example of brand awareness
Apple product had its symbol at the back of their product and customers can easily recognise it with
its logo. Brand awareness can be measured with the help of different techniques as search engine
programmes, survey, social media platform etc. Further, through proper brand awareness brand
value is managed easily & appropriately which also assist in achieving objectives at all aspects
(Bartashevich, 2019)
Advantages
Benefit of this technique is that it helps in measuring brand value as through analysing
brand awareness, it is easy to determine the customer preference of brand over other.
Disadvantages
It is difficult to use this approach as it is not suitable to every situation.
Social media engagement: By designing advertisement and executing promotional

programmes firm can develop awareness about the products which are offered to them. Burberry
uses different pathway for their product promotion such as Twitter, Instagram. Through using this
technique of social media engagement, developing value of brand is easier & because promotion &
advertising is done at wider level. Furthermore, manager of company make assure that use of social
media tools is done in such way that value is increased at higher level at every aspect of activity
(Veloutsou, 2018).
Advantages
Benefit of this technique is that it help in analysing brand value easily as through
approaching towards social media platforms such as Facebook, You tube, etc.
Disadvantages
Main drawback of this approach is that it is cost expensive which can negatively effect on
entity's overall structure.
Market share
Market share represents the total sales and percentage of an industry over a specific period
of time. Burberry increases the market share by creating the product, a good customer relation and
competitors. The company should always have some barriers which need to be reflected. For
remove these hurdles Burberry provide good quality products according the consumers need and
demands. Companies increase market share through innovation, strengthening customer
relationships, smart hiring practices, and acquiring competitors. A company's market share is the
percentage it controls the total market for its products and services.
Innovation- It can be suggested that it is a very crucial technique in state of using Burberry.
The changes and innovation of features on the basis of customer needs and wants are enabling them
on the basis of satisfaction.
Feedbacks reviews-
It is another technique through which brands measure and manage their brand value
within time. It is an essential as in this problems or opinions of customers are reviewed. On the
basis of this, company is able to properly manage their brand value by properly responding to
customer problem.
Benefits
Benefit of this technique is that it assist in accessing to brand value measurement by
examining of users or customers perception over the brand and products.
Limitations
Drawback of this approach is that inot every customer review is reliable so false reviews can
impact on performance.
Consumer attitude