Brand Positioning and Repositioning: Burberry Case Study

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BRAND POSITIONING
Assessment 2
Name of the student
Name of the university
Author’s note
1

BRAND POSITIONING
Table of Contents
Answer to question no 1:............................................................................................................3
Answer to question no 2:............................................................................................................4
Answer to question no. 3............................................................................................................5
References..................................................................................................................................6

BRAND POSITIONING
Answer to question no 1:
Positioning and repositioning of any product in the market is essential as it helps the
organisations in many ways. Positioning is crucial for any business as it helps to identify the
specific markets that the company can target. The demographic and psychographic attributes
are used in order to understand the consumer needs. By defining the target markets, the
company can position its product to meet the needs of a particular section of consumers
whose demands are not fulfilled by the competitors (BORSBOOM et al., 2018). The
marketers use this positioning strategy to make the consumers understand the reason of
choosing their company rather than the others. The marketers should produce differentiated
and distinguished products than its competitors. Brand positioning also helps in selecting an
appropriate channel for marketing by which such product will be distributed among the
consumers. Brand repositioning creates stronger competitive position and improves the sales
of the company. It also helps the marketers to change the target market of the consumers for
the products that are not performing well (Peng and Chen, 2017). Repositioning helps to
communicate the benefits offered by the products, which help to re-energise and connect
consumer needs. By repositioning any product in the market, the company can grab market
share of its competitors in the market and gain competitive advantage.
Repositioning of the company can evaluated according to the performances of the company
in the global and the domestic market. One of the benefits of developing the market
repositioning is that it helps to increase the revenue earning of the company. On the other
hand, it can be stated that the employee retention of the organisation can be achieved from
brand and the product reposition of the company (Park et al. 2015). It is seen that the
competitive advantage can be achieved by the brand by generating the brand awareness
through the brand repositioning. Moreover, brand repositioning would also help to take the
advantage of the new product development. In case of the successful brand positioning, the
organisation would be able to diversify their product portfolio as well. It has been seen that
the diversified product portfolio would help the organisation to achieve the competitive
advantage and the better revenue at the same time (Hu and Trivedi, 2020). It has been seen
that the sales and the marketing can be developed through this. Moreover, the impression of
the market and the customers would be evaluated in order to develop the result of the brand
positioning the company. Thus, all of the factors are to be judged in order to obtain the
research.

BRAND POSITIONING
Answer to question no 2:
Most fashionable
Primark Burberry
Most expensive Least expensive
Gucci
Least fashionable
Figure 1: Brand positioning map of Burberry
(Source: Learner)
According to the positioning map of Burberry, it can be stated that the organisation is one of
the least expensive companies of the fashion market in comparison with the companies like
Gucci and Primark. Both of the companies can compete with each other as their target
markets are the premium consumers that can afford the exclusive designer outfits from these
two brands (Koch and Gyrd-Jones, 2019). Therefore, in the UK and the global market, the
organisation can have their own business market. Burberry has their multiple product
strategies in order to enter the business market. On the other hand, both Primark and Gucci
have their single market penetration strategy, which they use for entering all of the new
market.
By assessing the position of Burberry in respect to the fashionable brand, the score of the
company has been developed and it can be stated that the position of the company is lower in
comparison with that of the other companies like Primark and Gucci. On the other hand, the
manufacturing part of the organisation is being developed by having a particular channel.
However, in case of the other two companies, they make their production done on the UK
and supply in the other countries (Heinberg et al. 2016). At the same time, it has also been

BRAND POSITIONING
seen that in respect to the competitive pricing, Burberry have their own priorities than that of
the other companies like Gucci and Primark.
Answer to question no. 3
The two methods, which Burberry will use to achieve repositioning, is real repositioning in
which the attributes of the product offered by the company that can be changed to meet the
demands of the consumers. The marketing team of Burberry should conduct efficient market
research so that they can understand the needs and the demands of the consumers and
produce their products accordingly. In this case, they can also modify and add little
specifications to its existing products and launch them to their consumers so that they can
increase their revenue earning capacity. They can also remodel their previously launched
products as per the feedbacks provided by the consumers, add the exact specifications, and
distribute them among the consumers (Zhang et al., 2016). The company Burberry can also
opt for psychological repositioning by which the beliefs of the consumers regarding a
particular product can be changed. If any product that is offered by the company is not
according to the likings and preferences of the consumers, the company can place its product
in such a way that the consumers opt for selecting their products. The recent trendy leather
jackets launched by the company are not according to the likings and preferences, therefore
the company is the line of altering some of the product features and in the process of
convincing consumers that such products are exclusively designed to meet their needs and
wants (Blankson, 2016). Any feature or attribute of the product, if not likeable by the
consumer, it is changed or altered by the company and if not possible, the consumers are
convinced by repositioning its product in the market. By means of these two methods, the
company can achieve brand positioning and becomes successful in serving their consumers
and fulfilling their demands and wants.

BRAND POSITIONING
References
Blankson, C., 2016. Positioning a brand. The Routledge companion to contemporary brand
management, pp.164-185.
BORSBOOM, L., CASE, B. and LAWSON, N., 2018. BURBERRY JOUSTING FOR
REDEMPTION. LBMG Corporate Brand Management and Reputation-Masters Case Series.
Heinberg, M., Ozkaya, H.E. and Taube, M., 2017. The influence of global and local iconic
brand positioning on advertising persuasion in an emerging market setting. Journal of
International Business Studies, 48(8), pp.1009-1022.
Hu, F. and Trivedi, R.H., 2020. Mapping hotel brand positioning and competitive landscapes
by text-mining user-generated content. International Journal of Hospitality Management, 84,
p.102317.
Koch, C.H. and Gyrd-Jones, R.I., 2019. Corporate brand positioning in complex industrial
firms: Introducing a dynamic, process approach to positioning. Industrial Marketing
Management.
Park, J., Rajagopal, P., Dillon, W., Chaiy, S. and DeSarbo, W., 2017. A new bayesian spatial
model for brand positioning. Journal of Modelling in Management, 12(3), pp.404-431.
Peng, N. and Chen, A.H., 2017. Consumer Perspectives of Cultural Branding: The Case of
Burberry in Taiwan. In Advances in Chinese Brand Management (pp. 133-151). Palgrave
Macmillan, London.
Zhang, C., Lin, Y.H. and Newman, D.G., 2016. Investigating the effectiveness of
repositioning strategies: The customers’ perspective. Journal of Travel & Tourism
Marketing, 33(9), pp.1235-1250.