Burberry Brand Management Case Study: Semester 2, 2024

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BRAND MANAGEMENT
A Case Study on Burberry
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Table of Contents
LO1- Demonstrating an in-depth assessment regarding the way, through which brand is
managed over a certain period time:..........................................................................................3
Explaining the significance of brand as a valuable marketing tool (P1):..............................3
Identifying the fundamental components of building effective brand strategy (P2):............3
Evaluating the way of managing brand properly in an organisational context over a certain
time period (M1):...................................................................................................................5
Applying appropriate branding strategy within an organisational context (M2):..................5
LO2- Analysing the way of organising brand in portfolio and building brand hierarchies:......6
Evaluating the strategies of portfolio management, brand hierarchy and brand equity
management (P3):..................................................................................................................6
Application of theoretical framework of portfolio management, brand hierarchy and brand
equity (M3):...........................................................................................................................7
LO3- Evaluating the way of extending brand in both domestic and international market:.....11
Evaluating the way of managing brand collaboratively at domestic and global level (P4):11
Identifying different techniques of leveraging and extending brand (M4):.........................12
LO4- Assessing the technique of measuring value of brand within a particular time period:.13
Evaluating the tactics of measuring brand value within organisational context (P5):.........13
Appraising the application of different technique of measuring brand value and thereby
developing a strong brand (M5):..........................................................................................14
References:...............................................................................................................................16
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LO1- Demonstrating an in-depth assessment regarding the way, through
which brand is managed over a certain period time:
Explaining the significance of brand as a valuable marketing tool (P1):
Rosenbaum-Elliott et al. (2015) commented that in the intense competitive business
environment, managing brand is one of the most significant factors in strengthening the
position of a firm in the market. Brand management is referred as the mode of making
comprehensive plan and analysing the way, through which brand can be build and managed
in the market. Maintain cordial relationship with the target market is the major factor in
managing a brand properly. According to Heding et al. (2015) brand management is being
considered as an important marketing tactic, through which an organisation can set price of
their products or services strategically. Brand plays a major role in distinguishing an
organisation from that of its competitors.
Atwal and Williams, A (2017) highlighted on the fact that with the assistance of proper
branding, it becomes easy for the companies to perceive the quality of the products. In
addition, branding is the way, through which an organisation can comprehend their target
market by understanding their target market. This is the way, through which an organisation
can alter the feature of their product as per the need of target market. Thus, it is evident that,
branding is an essential marketing technique, which plays a pivotal role in building cordial
relationship in between an organisation with that of its target market.
Identifying the fundamental components of building effective brand strategy
(P2):
Kelly et al. (2015) put stress on the fact that strong brand name acts as a driving force behind
the customers to buy the products or services. There are multiple factors, which contributes a
lot towards building and managing a brand successfully. Subsequent discussion will help in
analysing different components.
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Figure 1: Different components of brand
(Source: Rauschnabel et al. 2016)
 Target market:
As per the perception of Qian (2014) this is one of the most valuable components of brand as
it ensures that a brand is acceptable among the customers. The value of the product of a brand
plays a major role to influence the purchasing decision of the customers. It has been
perceived that customers always intended to perceive the quality of a product before making
their purchasing decision. Ertimur and Coskuner-Balli (2015) commented that there lies the
significance of brand management as it helps in strengthening the value of a product among
the customers.
 Brand name:
This is another significant component of successful brand management. Brand name acts as
an identification of the product that would reach the customers easily. Thus, it is imperative
for the firms to build unique brand name and take special care to improve. Du Preez and
Bendixen (2015) stressed on the ground that the inclusion of strong brand name will serve a
firm with the ability to keep the customers attracted. In addition, strong brand name will also
help in promoting the products properly in market.
 Symbol:
Symbol acts as an identification mark of a company. In addition, symbol can also be referred
as the identification regarding the perception of the customers. Zhang (2015) highlighted by
saying that this is basically a sign, through which the customers are being attracted to the core
value of the product.
 Brand value:
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ElementsofbrandTargetmarketBrandnameSymbolBrandvalueCharacterSloganLogo

This is the value, being provided by the companies among their customers in order to
generate satisfaction among them. Thus, it is imperative for the firm to put consistent effort
for the sake of improving the fundamental value brand and it plays a pivotal role in making
the buying decision of the customers (Abrahams 2016).
 Character:
Characters of the product explore the extent to which the customers get accustomed with a
brand.
 Slogan:
Dessart et al. (2015) stressed on the ideology that this can be regarded as the message, which
a company wants to provide among the customers. This can also be regarded as the mission
or vision, through which the customers can understand the fundamental goals and objective
of a corporate entity. This is the way, through which transparency is being maintained in
between a brand and the customers (Veloutsou and Guzman 2017).
 Logo:
Logo plays a major role in differentiating a product from that of the customers. Thus, it is
imperative to make a unique logo, which can help in preventing any kind of piracy. At the
same time, Kavaratzis et al. (2014) perceived that logo is an valuable element of managing
brand successfully as it supports in strengthening the brand image of a company.
Evaluating the way of managing brand properly in an organisational context
over a certain time period (M1):
The steps of managing brand over a certain period of time are:
 Differentiation is one of the keys steps of brand management as it helps in
strengthening the brand name.
 The target market should be identified properly. This is the way of ensuring
profitability of business.
 In-depth research should be undertaken for understanding the requirements of
customers.
 Messaging strategy is also a key step in keeping the customers informed.
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Applying appropriate branding strategy within an organisational context (M2):
Wallace et al. (2014) commented that brand management is one of the most significant ways,
through which organisations creates a positive vive among the customers. Strengthening
brand value plays a major role in increasing the profit margin. Thus, the organisations should
take care towards managing brand properly, which is extremely important in order to improve
the brand value. Being one of the most famous companies, Burberry is always concerned
with improving their brand name and thereby keeps the customers attracted with their
products. Urde (2016) observed that consistent innovation is the key factor in improving their
brand name. High end technology is being used by Burberry in order to accelerate their
digital strategy and thus reach wide range of customers. With the assistance of Bespoke
campaign, Burberry has made it easy for the customers to customise the products as per their
requirements. Through the Facial recognition technology of Google, Burberry has become
able to send the personal message to individual customers. D. Hollebeek and Chen (2014)
said that this is the most innovative tech experience, being provided by Burberry to each of
the customers.
LO2- Analysing the way of organising brand in portfolio and building
brand hierarchies:
Evaluating the strategies of portfolio management, brand hierarchy and brand
equity management (P3):
Portfolio Management:
Schallehn et al. (2014) said that this is considered as the process of making effective decision
regarding executing considerable investment strategy and thereby maintaining a balance in
between risk and performance. Different strategies of managing effective brand portfolio are:
 Introducing a brand properly among the customers.
 Implementation of brand valuation tool is one of the most significant strategies of
effective management of brand portfolio. This is the way of keeping the most valuable
brand.
 Getting review from the customers regarding their requirements is the key strategy of
effective brand portfolio management. In-depth consumer research is very much
needed in this context (Richard et al. 2015).
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Brand hierarchy:
Brand hierarchy is an important strategic factor in the corporate entities as it supports in
building strong product structure and thereby creating value among the customers. Williams
Williams Jr and Omar (2014) said that corporate branding is one of the most important
strategies of managing brand hierarchy. This is the way of using name of an organisation as
the brand name. Organisations such as Coca-Cola, Apple use this technique in order to
endorse their business. Umbrella branding is another effective approach of brand hierarchy
which focuses on using different name for different products. Zenker and Braun (2017)
observed that endorsing sub brands is another significant strategy of brand hierarchy, through
which multiple products are being offered under several organizations.
Brand equity management:
Buil et al. (2016) opined that brand equity is considered as tangible as well as intangible
value of a brand, which are being measured through the perception and point of view of the
customers. The strategies of measuring brand equity include:
 Building amazing value of products
 Consistent innovation in order to differentiate product from previous one is another
significant brand equity management strategy. This is the way, through which the
value of a product can be accelerated (Brooks and Anumudu 2016).
 Maintaining brand image is also a very significant brand equity management strategy.
This is the mode of managing brand for a certain time period. This is the strategy of
maintaining brand promise among both the existing and new customers.
 Based on the discussion of Som and Blanckaert (2015) it can be said that consistent
product and geographical expansion is very much needed in this context as it supports
in providing the customers with the assurance that an organisation holds the ability to
meet their requirements. Through this way, strong interaction with the customers can
also be maintained.
 Huang and Sarigöllü (2014) observed that building brand awareness in the minds of
customers is another important matter of consideration in this context. It is imperative
to build brand awareness among the customers regarding a new product. Through this
way, strong brand image as well as brand equity can be maintained (Penumaka et al.
2017).
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Application of theoretical framework of portfolio management, brand hierarchy
and brand equity (M3):
Portfolio management:
Managing portfolio of a brand is an extremely imperative factor in terms of providing the
customers with utmost value of a product. According to House of Brands Model, a product
is considered as a brand itself rather than an organisation. This model focuses on the fact that
the companies should focus on improving product line by putting consistent stress on
innovation. Cox et al. (2014) shaded light on the fact that the House of Brand Ideology
focuses on making huge investment as it is the key of improving product line. This is the
way, through which strong visibility of brand can be ensured. Researchers are showing that,
visibility of the brand is one of the key factors in amplifying brand image of a firm.
Brand hierarchy:
In the rapid development of technology, digital media is playing a pivotal role for the
corporate entities to explore strong opportunities in terms of reinforcing their brand and thus
reach to a large pool of customers. Högström et al. (2015) stressed on the ground that with
the assistance of both online and digital media, it is becoming easy for the companies to
figure out the requirements of customers which is the key of building strong brand.
According to Maslow’s Hierarchy of Needs framework, there are certain psychological
factors, which act as motivational factors and thus drive them to make buying decision (Shah
2015). Different levels of Maslow’s Hierarchy of Needs framework are as follows:
Figure 3: Maslow's Hierarchy of need framework
(Source: Anselmsson et al. 2014)
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Visual symbol and slogan are the key factor of building strong brand image. This is the way,
through which a recognizable image of a company can be created. Differentiate is the initial
step of Hierarchy of need framework. In this step, it is imperative to differentiate a product
from that of its competitors. Ramaseshan and Stein (2014) observed that making unique
products with innovative features is one of the most significant matters of consideration in
this context. Providing unique sales experience among the customers is the key factor of
differentiate a company from that of its rivals. Care for Customers is the next stage of
Hierarchy of need framework. Varley (2014) said that producing unique and high quality of
products plays a major role in keeping the customers attracted. This is the way, through
which a positive vive can be generated among the minds of customers. Through good
customer care, the customers can ensure that they give utmost care to the customers.
Raising brand awareness among the customers is another vital stage of brand hierarchy.
After creating memorable shopping experience among the customers, it is imperative to
generate brand awareness among the customers. Proper review, marketing, campaigning and
advertising play a major role in building among the customers (Shah 2015). It is imperative to
encourage the customers to share their own shopping experience among the customers. This
is the way, through which strong brand awareness can also be generated among the
customers. Community is considered as a powerful tool; which paves the way for the
companies to keep the customers attracted. Thus, building strong community is the key
aspect of strengthening brand image. Promoting brand in multiple platforms is the key aspect
of building strong community. Reinforce is the final stage of brand hierarchy. Som and
Blanckaert (2015) stated that consistent reinforcement of brand is one of the most significant
aspects of maintaining a strong as well as active brand.
Brand Equity:
Keller's Brand Equity Model shows that there are certain steps, which need to be followed
by the firms in terms of managing brand in a certain time period. The steps of brand
management are as follows:
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Figure 2: Keller's Brand Equity Model
(Source: Zenker and Braun 2017)
1) Brand identity:
In the initial step, it is imperative for firms to generate brand awareness among the minds of
the customers. D. Hollebeek and Chen (2014) opined that this step puts stress on the fact that,
the organisations should ensure that the customers are attracted with a brand. In addition,
initially the organisations should also put consistent stress on generating positive perception
about the brand among the customers as it is the key factor for making buying decision.
2) Brand meaning:
In the next step, it is the prime responsibility of the marketing department of the corporate
entities to identify and communicate their brand meaning among the customers. Imagery and
performance are two different building blocks. Performance focuses on the extent, to which
products meet the expectations of customers. On the other hand, imagery refers to the way,
through which a brand can mitigate the psychological and social needs of the customers.
Building brand meaning plays a major role in strengthening brand value and thus keep the
customers attracted.
3) Brand response:
Judgments and feelings are two different categories, through which the customers responses
to a certain brand. Superiority, quality, consideration and credibility of the products are the
most significant factors, based on which the customers measure the durability of the products.
4) Brand Resonance:
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Veloutsou and Guzman (2017) said that brand resonance is situated at the top of brand equity
pyramid, which is desirable as well as difficult to access. Deep psychological bond in
between brand and customers plays a major role in building brand resonance. This step puts
stress on the fact that, it is imperative to improve behavioural loyalty among the customers.
LO3- Evaluating the way of extending brand in both domestic and
international market:
Evaluating the way of managing brand collaboratively at domestic and global
level (P4):
With the rapid development of globalisation, it has become the matter of utmost importance
to run their business in the international market. There lies the significance of global brand
management which can serve the firms with the ability to get international recognition and
thereby attaining competitive advantage in the extreme volatile market. There are some of the
effective strategies, which the organisations should follow in terms of managing their brand
in both domestic and global market (Ertimur and Coskuner-Balli 2015). Managing brand
within a certain time period is the key strategy of managing brand in both domestic and
global market. As the degree of competition is increasing promptly, it is imperative for the
companies to access multiple geographies. It is imperative to run the production procedure in
such a manner, which can help in satisfying the requirements of the customers of different
region. Successful global brand management requires consistent effort of making strong
brand image among the local customers as well as the capability to explore local growth
opportunity (Atwal and Williams 2017). Continuous evaluation of brand strategy against the
organisational mission and vision is very much needed in this context, as it will help in
ensuring global brand promise across multiple regions. Leveraging high end technology is a
vital strategy of global brand management. Customer Relationship Management, Licensing
and appropriate activation system is very much needed in this context. In addition, online
platforms must also be used, so that the customers can access the products from anywhere
around the world. This strategy will also support in building a strong brand image among the
minds of the customers (Rosenbaum-Elliott et al. 2015).
Consistent effort on maintaining brand identity too is a vital strategy of global brand
management. It is the prime responsibility of the marketing department of the business
organisations to put strong effort on accelerating brand identity and running effective
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marketing activity. Qian 2014) perceived the fact that product promotion must be done in
both online and offline platforms in order to keep both global and local customers attracted.
Aligning organisational structure is also a key factor of proper global brand management. It is
imperative to align local, regional and global brand management in a single platform.
According to the observation of Ertimur and Coskuner-Balli (2015), it can be said that the
higher authority of the firms must define the roles and responsibilities clearly among the
staffs in order to avoid any kind of overlapping.
Identifying different techniques of leveraging and extending brand (M4):
Zhang (2015) commented that brand leveraging is considered as the process of using the
power of using the existing name of brand with the intension of entering into the new product
category. Brand leveraging plays a major role in providing relevant information regarding a
product among the customers. Effective techniques of successful brand extension are as
follows:
 Shifting the form of a product is the initial technique of extending brand. It is
imperative to modify the existing product. Method of delivery and retail replacement
must also be altered.
 Transferring the colour, flavour and components of the products is another
significant technique of extending a brand. As these factors are closely associated
with brand, these activities will help in differentiating products.
 It is imperative to grab the benefit of existing product and create a product with
different category, which will provide the same benefit.
 Leveraging the special expertise of existing product is another vital technique of
extending brand. It is important to grab the unique feature of the products in order to
create a product of different category, in which this expertise can be seen.
 Offering products, being used by the parent company is also a vital technique of
extending brand. This is the way, through which brand extension can be created in
the companion category.
 Leveraging the core base of customer is another vital technique of extending brand.
Existing products must be sold to the new customers. This is the way, through which
a company can be able to drive a large pool of customers.
 Extending product line that can alter the way of living of the customers is also a
great technique of extending brand. This is the mode of improving the value of
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