Burberry's Brand Repositioning: A Case Study Analysis

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

Case study analysis
1

Contents
Introduction.................................................................................................................................................3
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? (40%)..............................................................................................4
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 (30%)....................................................................................6
3. Provide two methods which brands such as Burberry might use to achieve repositioning. (30%)...........8
Conclusion...................................................................................................................................................9
References.................................................................................................................................................10
2

Introduction
In the below case study analysis the importance of positioning and brand repositioning strategies
will be explained. Burberry is a well-known brand at the global market which trying to improve
their market image by the positioning and repositioning strategies of their organization. The
below analysis would explain the situation of Burberry in the running market with the use of
effective brand positioning map.
By the help of below report different kind of brand management methodologies and technologies
could be understood. The different kind of repositioning techniques which could become helpful
for Burberry will be explained in the below case study analysis.
3

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? (40%)
From the provided case study it could see that the newly appointed CEO of Burberry Marco
Gobbetti decided to involve in the new marketplaces where they can increase their profitability.
The management also trying to reposition itself in the luxury sector by enlarging their price level
and balancing the sales between the retailers and wholesalers. The respective organization also
decided to manufacture the new luxury goods developed by leather and accessories for making
their customer base bigger than before. By using the positioning and repositioning process
Burberry can include some high profile people in their consumer base. The process of product
positioning and re-positioning is becoming important for Burberry. The marketers of Burberry
can make a positive impact on their marketing strategies according to brand positioning and
repositioning strategies. Burberry is trying to provide the quality as its similar brands like
Mulberry, LVMH and its other competitor’s brand.
By the positioning strategies of Burberry, the marketers of a respective organization can decide
some planning to better determine their products in front of the consumers and the competitors.
The positioning process can be helpful for them to identify their target customers. The
positioning process can be based upon the needs and demands of Burberry’s consumers. The
effective repositioning process of Burberry can make a clear appearance of their massages in
front of the target consumers. The marketer of Burberry is trying to accomplish a better brand
positioning strategy to know about the consumer’s needs and requirements. Marketers can select
the right communication challenges for effecting positioning strategies.
On the other hand, by using an effective brand repositioning strategy Burberry can produce new
products in replacement of some products. In this product repositioning process, the organization
Burberry can change their product’s overall position. For example the advantages of the product,
its benefits, etc. The respective organization received an outstanding response to its latest
4

creative vision and the debut collection of Riccardo Tisci. The latest go-to-market model was
also launched by them for making a better brand heat in the running marketplaces. The
organization after 20 years changed its logo for creating a new spirit in their employees and the
consumers. According to this change, the revenue of Burberry increased by 4% during the 26
weeks of 2018.
These repositioning moves of Burberry became successful for them as the organizational revenue
also increased by 4%. The organization also opened 19 new stores and Asia and pacific America
also involved more in terms of purchasing the products of Burberry (Urde and Koch, 2014).
5

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 (30%).
The brand positioning map of Berberry PLC explains to them about the brand’s accomplishment
in the running market. The presentation of a brand like how it will be effective in the consumer’s
mind is included in the positioning of the brand. The features of a brand can be classified in the
positioning process of Burberry. It is the most important marketing concept of Burberry and
mostly the process of positioning focuses on the product and increasing the reputation of the
related product in the current marketplaces. The marketers try to provide a better position of their
products amongst their competitors. The process of brand positioning of Burberry can be
understood by the help of the below-described brand positioning map:
High price
Low Quality High Quality
6

Low Quality
In the brand positioning map, the focus was made upon the quality and the price factors of
different brands. In the brand positioning map, the concentrate was made upon a different type of
retailers who are selling the clothes of Burberry. These retailers are charging a different amount
of money with the different quality of products. The brand positioning map of Burberry can
provide them some ideas about their market position that was provided by their consumers to
them. The product positioning map of Burberry is helpful to represent the strength of their brand
as well as the weaknesses. In the above brand positioning map of Burberry, it can be seen that
Burberry is standing in a strong situation in the global market. The respective organization is
providing high-quality products to its consumers at a low price. On the other hand, as per the
above brand positioning map, Gucci is providing high priced products but the level of quality is
very low which makes people distracted. The third brand Premark is standing in a very critical
situation and the respective organization is providing a low-quality product at a low level of
price. So, it can be said that Burberry is leading in the market in comparison with the rest two
brands (*Shakhshir, 2014).
7

3. Provide two methods which brands such as Burberry might use to achieve repositioning.
(30%).
There are various kinds of brand repositioning strategies that can be used by the organizations to
a better presentation of their products in the running market. Burberry is in a better market
position and they are providing a high-quality product at a low price is a good sign for them. The
repositioning techniques that can be used by Burberry are described below:
Real repositioning: In this process respective organization Burberry uses to re-create their
products according to the demands and needs of the consumer. In this process, the organization
destroys all that products that are not performing well in the global market and the target
audience is not interested to purchase them anyhow. The management of Burberry decided to
destroy those products and develop the new products in replacement of the existing products.
This process is called real repositioning of the brand. The process can become helpful for them
as the consumers always want to explore new fashion trends of Burberry. The respective
organization can also increase their productivity and profitability by using the repositioning
method of brand repositioning.
Psychological repositioning: The repositioning strategy can be used by the Burberry in order to
make a better brand image in the global market. In this process, the organization makes its efforts
to set the positive image of the brand in the consumer’s mind. The technique can be used for
making the brand according to the consumer’s believes and faith. In the physical repositioning of
a brand, the respective organization tries to make a positive belief of consumers towards a
running brand of an organization. The strategies can make a better impact on the brand image OF
Burberry in front of the global population. By using the psychological responding strategy the
brand image of Burberry can become more effective and beneficial for them. It can be used by
the respective organization in order to gain the faith of their consumers (Falak, et. al., 2014).
8

Conclusion
The above case study analysis explained the brand positioning and repositioning strategies of
Burberry organization. The organization is trying to explore new marketplaces and the marketing
team of the respective organization is trying to improve its products positions according to the
needs and requirements of the customers.
In the above report, the position of Burberry PLC explained in the brand positioning map of the
organization. The organization is stating in a strong position by providing a high-quality product
at a low price. The report could become helpful for understanding the importance of brand
positioning and repositioning process.
9

References
Falak, S., Chiun, L.M. and Wee, A.Y., 2014. A repositioning strategy for rural tourism in
Malaysia-community's perspective. Procedia-Social and Behavioral Sciences, 144, pp.412-415.
Gurman, A., Yanir, T., Brand, M. and Guendelman, E., PrimeSense Ltd, 2014. Identifying
components of a humanoid form in three-dimensional scenes. U.S. Patent 8,824,737.
Mojtahed, R., Nunes, M.B., Martins, J.T. and Peng, A., 2014. Equipping the constructivist
researcher: The combined use of semi-structured interviews and decision-making
maps. Electronic Journal of Business Research Methods, 12(2), p.87.
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.
Prinsloo, H., Groenewald, A. and Pelser, T., 2014. Market positioning of branded meat products:
A case of the feedlot industry in South Africa. Mediterranean Journal of Social Sciences, 5(1),
p.129.
Rajasekar, J., 2014. Factors affecting effective strategy implementation in a service industry: A
study of electricity distribution companies in the Sultanate of Oman. International Journal of
Business and Social Science, 5(9).
Schultz, D.E., Block, M.P. and Viswanathan, V., 2014. Brand preference being
challenged. Journal of Brand Management, 21(5), pp.408-428.
Shakhshir, G., 2014. Positioning strategies development. The Annals Of The University Of
Oradea, 977, pp.416-437.
Siddiqui, K. and Fahim, S.M., 2014. Repositioning of DawnNews Channel to Mass Market. Rev.
Integr. Bus. Econ. Res, 3(1).
10

Temesi, G., Bolgár, B., Arany, Á., Szalai, C., Antal, P. and Mátyus, P., 2014. Early repositioning
through compound set enrichment analysis: a knowledge-recycling strategy. Future medicinal
chemistry, 6(5), pp.563-575.
Urde, M. and Koch, C., 2014. Market and brand-oriented schools of positioning. Journal of
Product & Brand Management, 23(7), pp.478-490.
11