Burberry Brand Positioning and Repositioning Strategy Case Study

Desklib offers solved assignments and past papers to help students succeed.

Individual Case Study Analysis

Introduction
This assignment is based on case study analysis of a fashion brand, Burberry in reference of the
brand positioning strategy and digital activities. This assignment aims to provide a brief
description of the importance of positioning and repositioning for marketers. This assignment
also includes discussion of the impact of positioning on brand with demonstration of positioning
map along with the discussion of methods which brands could use to achieve repositioning.

Task
1. The article tells us that Burberry intends to go more up-market. Explain the
relevance and importance of positioning and repositioning for marketers. What are
the implications for the performance of the business if such a move is successful?
Positioning and repositioning are important concepts that marketers should considers as
these process helps marketers to target the consumers in the market in accordance with
the understanding of market. The importance of positioning for marketers is given below:
 To deal with market changes: Positioning is important for Burberry as this
process helps Burberry to deal and cope with the markets changes as this process
leads the marketers to constantly watch and seek the changes prevailing in the
fashion market (Malik, et. al., 2014).
 To establish market oriented organization: Positioning of product is important
for Burberry as this process generally concerns with identifying product in
reference with the consumers in order to meet the needs and requirement of
customers from Burberry. Burberry through this process would be able position
its product in the market according the market preference.
The importance of repositioning for marketers of Burberry is given below:
 To establish stronger competitive position: Repositioning of product is
important for Burberry as it helps Burberry to improve its brand position in
the market and establish a stronger competitive position in the fashion market
(Pamela, et. al., 2016).
 Generating and Increasing Sales: Repositioning is important for Burberry in
order generate, improve and increase the sales of brand product in the market
through effective targeting market and offering relevant offers.
The implication for the performance of Burberry if positioning and repositioning
is successful is given below:

Classy Distinctive
Sporty
Conservative
Affordable
 Complete Overhaul: Burberry needs to consider the complete overhaul of
the brand in order to maintain the success from positioning and
repositioning of the brand performance in market.
 Consumer Engagement: Burberry needs to implicate the engagement of
consumer for maintaining the success of positioning and repositioning of
the brand as consumer are the major components that affect market trends.
Consumer engagement is included as consumer plays an important role in
determining the market trends and sales of brand products in the market
(Michel, et. al., 2012).
2. In the case of Burberry, demonstrate by means of a positioning map, how the
positioning of the brand will change as result of this process. In presenting map,
also identify where on the map the following brands would be located: Gucci and
Primark.
Figure: Brand Positioning Map.
Burberry
Gucci
Primark

The above positioning map represents that Burberry falls in between classy and sporty sector and
faces competitive threat from the emerging brand Gucci. The positioning map represents where
the Burberry brand is been positioned in the fashion market (Munteanu, 2014).
The positioning of Burberry would adopt changes in its positioning in the market as a result of
the process positioning map as this process helps Burberry to consider certain points such as:
 Determining the brand position in the market in accordance with competitive brands.
 Identifying the competitive brands and their ability to compete in the fashion market.
 Understanding the positioning method of the competitive brand.
 Comparing the position of own brand with competitors in order to identify the abilities
of each brand in market.
 Developing effective and distinct ideas for determining brand position.
 Introducing new brand positioning statement for brand position in market.
 Lastly testing the efficiency of the brand position statement on the brand position in
market.
The above points states the concepts that the Burberry brand need to consider in order to enhance
its brand position in the fashion market through effectively competing with other brands in the
market.
3. Provide two methods which brands such as Burberry might use to achieve
repositioning.
Repositioning of brand usually includes reassess of branding process of an organization.
Repositioning of a brand includes focused changes to variety of components in
organization marketing strategy (Roy, 2019). The two methods which Burberry might use
to achieve repositioning of its brand in the market are as follows:
 Perspiration based inspiration: Burberry should use the method of perspiration
based inspiration for achieving repositioning of brand in the market as this
method includes the process of sharing the brand success and failure from the
previous positioning strategy. This method inspires the members associated with

Burberry in order to accept the repositioning strategy and to communicate with
the value of the brand. This method helps Burberry to focus on repositioning
strategy to achieve the goals of reposition in the fashion market.
 Considering changes of the target market: Burberry should use the method of
considering the changes and growth of the targeted market in order to establish
and develop an effective and efficient repositioning strategy and stating a proper
statement of the strategy among the brand members for accessing the strategy to
achieving repositioning of the brand in the fashion market. This method would
also help Burberry to improve their products and reposition their product in the
market for improving the position of the brand in the market (Utarsih, 2017).
Conclusion

This assignment is developed on a case study of Burberry brand which includes the description
of brand positioning and repositioning along with the discussion of the importance of positioning
and repositioning for markers. The assignment includes a demonstration of brand positioning
map in relevance with the brand position of Burberry along with Gucci and Primark in order to
discuss the impact of brand positioning on brand outcomes and position in reference with
Burberry. The assignment also includes the description of methods that could be adopted and
used by brand in order to achieve brand repositioning in the market.

References
 Pamela, K. R. & Linda, H., 2016. Reshoring: a strategic renewal of luxury clothing
supply chains. Operations Management Research. 9(4). Pp. 89-101.
 Michel, P., Ricarda, T. & Klaus, H., 2012. Social Media and Luxury Brand
Management: The Case of Burberry. Journal of Global Fashion Marketing. 2(4). Pp. 213-
222.
 Munteanu, Claudiu-Cătălin., 2014. Brand extensions positioning guidelines for
competitive differentiation. Business Management Dynamics, 4(4), pp.19–26.
 Utarsih, H., 2017. The Effects of Product Development and Quality on Brand
Repositioning. Journal of Economic & Management Perspectives, 11(4), pp.369–374.
 Malik, A. & Sudhakar, B., 2014. Brand Positioning Through Celebrity Endorsement - A
Review Contribution to Brand Literature. International Review of Management and
Marketing, 4(4), pp.259–275.
 Roy, A., 2019. Studying positioning and repositioning of brands using multidimensional
scaling. Journal of Education for Business, pp.1–6.