Analyzing Burberry's Brand Positioning: A Market Research Report

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MINTEL Fashion Accessories Report

TABLE OF CONTENTS
Task..................................................................................................................................................1
1. 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?.............1
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............................................................................3
3. Provide two methods which brands such as Burberry might use to achieve repositioning.....4
References........................................................................................................................................5

Task
1. 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?
Brand or product positioning is essential for ensuring the long term survival and growth of the
business. The brand positioning involves numbers of strategies and decisions taken by the
business for establishing the good position of the brand in the mind of the customers. On the
other side, repositioning can be understood as the certain decisions taken by the business for
changing the image of the brand or product for targeting new customers in the market.
Positioning and repositioning helps the business to target and attract new customers towards
using or consuming the brand or product and hence increase the customer base (Zahid and Raja,
2014). It is essential for the Burberry to establish good image of its new leather product or brand
in the customer’s mind for enhancing the customer base and sales of bags.
Burberry needs to focus on numbers of factors such as product price and quality for developing
good image of product or brand in customers mind. The well established position of the brand
will help the Burberry to attract more customers to use the product and hence enhance the sales
and growth of the business. It is also essential for the Burberry to research the market for
determining the recent trend and expectations of customers and then have to execute some
modification in price and quality of the product for positioning it in the market. Burberry also
needs to promote changes made in the product quality and price through developing and
implementing the appropriate marketing strategy and plan.
Building good image of the new product will also help the Burberry to expand its business in
developing countries or markets such as Russia, Japan and China. This will support the Burberry
in enhancing its market share and promoting and sale the bard or product at global level. it will
be essential for the Burberry to effectively identify the customers’ expectations and desires and
market trend in the developing markets so that new product can be introduce in the market
accordingly for ensuring maximum sales and success of the product (Shakhshir, 2014).
Therefore, it is essential for the Burberry to develop effective positing and repositioning
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strategies for attracting large numbers customer, enhancing the customer base and sales and
ensuring the success of the product.
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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.
It is essential for the Burberry to adopt some changes in its new product and design, produce and
deliver unique product as compare to other competitors in the market. This will develop unique
position or image of the product in the customers mind. Burberry needs to adopt some changes in
its product time-to-time as per changes in expectations and desires of the customers that will
ensure its long-term survival and success of the product in the market (Moon and Kamakura,
2017). Burberry needs to develop and adopt effective marketing strategy for establishing
permanent position of the product in the customers mind. Currently, the fashion organization is
selling its quality products to customers at higher prices as it has established well recognized
position of its brand in the mind of customers.
Burberry believes that it can increase the prices of products after positioning of the products in
the market that will also increase its profitability and growth in the market. But also the Burberry
has to sustain product quality to satisfy the expectations of its customers and hence retain them
for long-term. For instance, the position map the Barbour is much closes the position of the
Burberry as Barbour is also well recognized brand that design, produce and sell leather products
or other accessories (Wang, 2015). Burberry is facing huge competition from the Primark as it is
a low cost fashion retailer and people looking for products of lesser price are attracted towards
Primark. Burberry needs to adopt the product differentiation strategy and needs to produce and
sell unique products in comparison to other fashion brands such as Primark and Barbour for
establishing unique position of the products or brand in numbers of markets.
Following is the position map which identifies the current position of Burberry.
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3. Provide two methods which brands such as Burberry might use to achieve repositioning
Burberry can use methods that are given below for gaining the repositioning of brand in the
market:
Maximum customers’ engagement: It will be essential for the Burberry to develop effective
communication system or channels for ensuring regular communication with customers and
hence ensuring maximum customer engagement with business. Customer engagement with the
business supports the Burberry to find out desires and expectations of customers through their
feedbacks about the products. This will also enable the business to make changes in its products
as per customers’ expectations and also enable the business to aware customers about its new
products and their features (Venkatesan, 2017). Different mediums can be used by the business
to engage customers with the business such as social networking sites, website, etc. and hence
this will build unique position or image of brand in the customers mind.
Brand Identity: This method can be use or adopt by the Burberry for repositioning of its brand in
the market. The business needs to create unique brand identify in the market by adopting the
product differentiation strategy and producing and selling unique and quality product to
customers (Wheeler, 2017). The organization can also adopt the competitive pricing strategy and
sell its products at lower prices as compared to its competitors. This will create a different
identity of the brand or product in the customers mind and hence gain the reposition of the
product in numbers of the markets.
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References
Books and Journals
 Moon, S. and Kamakura, W.A., 2017. A picture is worth a thousand words: Translating
product reviews into a product positioning map. International Journal of Research in
Marketing, 34(1), pp.265-285.
 Shakhshir, G., 2014. Positioning strategies development. The Annals Of The University
Of Oradea, 977, pp.416-437.
 Venkatesan, R., 2017. Executing on a customer engagement strategy.
 Wang, H.J., 2015. A new approach to network analysis for brand
positioning. International Journal of Market Research, 57(5), pp.727-742.
 Wheeler, A., 2017. Designing brand identity: an essential guide for the whole branding
team. John Wiley & Sons.
 Zahid, S. and Raja, N.S., 2014. Effect of rebranding and repositioning on brand equity
considering brand loyalty as a mediating variable. Journal of Business and
Management, 16(1), pp.55-63.
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