Burberry's Brand Positioning and Repositioning: A Marketing Report

This report provides an analysis of Burberry's brand positioning and repositioning strategies within the context of the marketing landscape. It explores the importance of product positioning, particularly its role in shaping consumer perception and differentiating products. The report examines the implications of successful repositioning for business performance, referencing Burberry's rebranding and market responses. It also discusses how brand positioning shifts, comparing Burberry's strategies to those of competitors like Gucci and Primark. Furthermore, the report identifies and evaluates methods for achieving brand repositioning, such as consumer engagement and revamping the marketing mix. The report includes references to academic sources to support the analysis.

Individual project

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
PROJECT 1......................................................................................................................................3
Marketing mix ............................................................................................................................3
PROJECT 2 .....................................................................................................................................4
Explain the importance and relevance of positioning and repositioning for marketers. ............4
Implications for the performance of business if this move is successful....................................4
How the positioning of the brand will change as a result of the process and identify on map
different brands – Gucci and Primark........................................................................................5
Provide two methods which brands such as Burberry might use for achieving repositioning . .5
REFERENCES ...............................................................................................................................7
Reference.........................................................................................................................................8

INTRODUCTION
The following report includes two parts. The first part is presentation in which marketing
mix of a new product and service launched by Hilton Hotel. This part includes marketing mix of
this product or service. The second part includes the importance and relevance of positioning and
repositioning for marketers.
MAIN BODY
PROJECT 1
(Covered in ppt )
PROJECT 2
Explain the importance and relevance of positioning and repositioning for marketers.
Product positioning is an essential factor that is used for effective strategic planning. This
product positioning is helpful in creating image of the company's product in mind of customer
and highlighting most important benefits that differentiate products from other similar products.
In context of Burberry, it has received exceptional response to it's new creative vision including
rebranding and debut collection of Riccardo. This company has successful launch of new go- to
– market model with social selling innovation (Wang, 2016Larsen, 2015). This has contributed
in building brand heat. This company has also experienced shift of consumer perception and
strong wholesale response to the new product. It is important for this company to position and
reposition it's products in market. The brand positioning starts with identification of specific,
niche market segments to target. This is helpful for companies to keep an eye on the competition
while considering positioning elements of the marketing strategy.
Implications for the performance of business if this move is successful
According to the forecast of last year, the space reduction in stores is set for impacting
the retail revenue by minus one per cent. The repositioning of Burberry resulted in transforming
and presenting Burberry products effectively. The initial response from the press, buyers,
influencers and customers to the new creative vision and debut collection of Riccardo was
exceptional. This company has continued to manage dynamically through the transitions. The
repositioning process is defined as the method that is similar to the original positioning process.

The original positioning focuses on creation of new position in the market or market niche for
offering new products that are not offered before (Pike, Gentle, Kelly and Beatson, 2018). The
repositioning is all about evaluation of established position of the product, brand or service. This
focuses on how to alter the positioning and market perception. The new positioning and
differentiation are accomplished by changes in promotional message and approach. The
repositioning efforts focus on shifting market perceptions in ways that make an offering to the
broader swath of the market.
How the positioning of the brand will change as a result of the process and identify on map
different brands – Gucci and Primark
There was a case in the year 2004 where pubs and clubs of Britain stopped people to
enter if they are carrying Burberry products. This brand had become particularly popular
amongst the ‘football hooligans’ in England. This company has failed for maintaining points of
parity that are needed for becoming a luxury brand and consumers were no longer buying
Burberry (Batey, 2015). This is not able to provide symbolic benefits which consumers of the
frame of reference are searching for. By the development of branding, it is seen that Burberry has
developed it's business effectively since the years. By using effective strategies, Burberry is able
to manage the crisis of past. It has closed factories that produced the polo shirts and stopped
majority of its licensing agreements with foreign producers. Burberry has then become the
exclusive brand (Šerić, Jurišić and Petričević, 2015). This has also protected the price point for
its iconic trench coats that is not going to be on sale. Such strategies are needed for attaining the
point of parity and is considered for competitors like Primark and Gucci.
Provide two methods which brands such as Burberry might use for achieving repositioning
There are various methods and strategies that can be used by companies to reposition
their brand. Each and every strategy estimates the main focus of new campaigns. The new
campaigns focuses on the consumer, other business and general public. The different strategies
that can be used by management of big brands like Burberry are given below -
Consumer engagement - Individuals want to get involved with the brand. The main
reason for them is to get involved and belong to the brand. For making this happen, business has
to work effectively for customising the product for fitting the needs and wants of customers
(Halkias, Davvetas and Diamantopoulos, 2016). When Burberry faces decline is sales of it's

product, there is way of taking opportunity for working in market and competing with strong
brands like Gucci and Louis Vuitton.
Revamption of whole marketing mix - The best way for relaunching a brand is to
revamp each and every element of marketing mix that includes brand name, pricing, product
ingredients, etc. This is a normal exercise that is dealt seriously. When the brand is doing good
because of it's positioning, distribution and pricing are accepted. This is growing according to the
desired objectives and then it is recommended not for tampering with something. The main level
of relaunching the brand is to provide better level in terms of sales, profit and market share.
REFERENCES
Books and Journals
Adina, C., Gabriela, C. and Roxana-Denisa, S., 2015. Country-of-origin effects on perceived
brand positioning. Procedia Economics and Finance, 23, pp.422-427.
Jun, S.P. and Park, D.H., 2017. Visualization of brand positioning based on consumer web
search information: Using social network analysis. Internet Research, 27(2), pp.381-
407.
Wang, H.J., 2016. Green brand positioning in the online environment. International Journal of
Communication, 10, p.23.
Larsen, H.G., 2015. A hypothesis of the dimensional organization of the city construct. A
starting point for city brand positioning. Journal of Destination Marketing &
Management, 4(1), pp.13-23.
Pike, S., Gentle, J., Kelly, L. and Beatson, A., 2018. Tracking brand positioning for an emerging
destination: 2003 to 2015. Tourism and Hospitality Research, 18(3), pp.286-296.
Batey, M., 2015. Brand Meaning: Meaning, myth and mystique in today’s brands. Routledge.
Šerić, N., Jurišić, M. and Petričević, D., 2015, April. Neuromarketing potential for tourist
destination brand positioning. In 3rd International Scientific Conference Tourism in
Southern and Eastern Europe.
Halkias, G., Davvetas, V. and Diamantopoulos, A., 2016. The interplay between country
stereotypes and perceived brand globalness/localness as drivers of brand
preference. Journal of Business Research, 69(9), pp.3621-3628.