Burberry's Marketing Strategy: An Analysis of Brand Positioning

This case study analyzes Burberry's marketing strategies, focusing on the relevance and importance of positioning and repositioning. It explores how Burberry intends to move up-market and the implications for business performance if this move is successful. The analysis includes positioning maps illustrating the brand's shift, comparing its position to competitors like Gucci and Primark. Furthermore, the study identifies two methods Burberry could use to achieve repositioning: targeting specific segments and developing a product mix that emphasizes exclusivity and pricing. The overall goal is to provide insights into how Burberry can enhance its brand image and create a new perception among customers. Desklib provides past papers and solved assignments for students.

Running head: CASE ANALYSIS
Case Analysis
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1CASE ANALYSIS
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 is one of the most significant factor that is associated with the development of
the target market for the consumers (Armstrong et al. 2015). This is one of the major factor that
is associated with the assessing the key perception of the consumers. Burberry being one of the
major companies in the world this is one of the most significant factors that will be contributing
Burberry for their rise in the perception of the customers.
This is a vital factor that is associated with the development of the key areas that are
associated with projecting the values of the company. The relevancy of the positioning is one of
the major factor that is associated with the creation of an identity in the cognition of the
customers (De Mooij 2018). This helps in projecting the unique image of the brand and
differentiate between the various brands. Positioning is important for Burberry as it enables the
brand to give the customers a reason that will be viable for making a purchase decision. This is
one of the major factors that is associated with the developing a positioning statement that will
be impacting the organization to create a perception of that particular brand. Positioning of the
brand is one of the vital activity that will be impacting the organization in putting the products in
a more into the cognition of the customers. Positioning of the products can help the organization
achieving the place in locus space of the customer.
Repositioning is one of the major activity that is needed for the projection towards the
development of the activities that will be liable for the development of a perception that is

2CASE ANALYSIS
different from the existing perception of the brand (Villas-Boas 2018). This is one of the
significant factor that will be liable for the development of new perception of the customers.
Repositioning of a brand can help the b Burberry to incorporate the requisite activities that will
be liable for the improving the brand image from time to time.
Implications for the success of a positioning plan is inclusive of the factors that will be
liable for the impacting the performance of the business. One of the main implications that can
be emphasized is the improved brand image. As positioning impacts the activities that are
associated with the perception of the customer that effects the image of the organization in a
more distinctive way. Successful positioning can help in delivering the values of the company to
the customers.
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
High Price
Low Pricing
Low Exclusivity High Exclusivity
Fig 1: Perceptual Map Before
Source: Created By Author

3CASE ANALYSIS
The above positioning stated about the activities that is less focused on the exclusivity of the
products rather there positing of projecting the brand as a luxury is based on the price. This has
resulted a bad move for the organization and wrongly projected in the perception of the
customers. The previous positioning of the brand does not focuses on the activities that are
related to making the brand more of a luxury rather a brand for the masses whereas it can be
observed the Gucci and Primark.
The above positioning map states about the aspects that are
related to the development of the perception that is associated with the projecting the
positioning map which projects Burberry as a brand with more exclusivity and balanced price.
This adoption of the changes regarding the changing the positioning of the brand will enable
Burberry to achieve the desired positioning that is stated in above positioning map. Adoption of
correct pricing and maintain the correct product line along with the utilising the strategy to make
the brand exclusive will enable the brand of Burberry to have a better positioning in the market.
Provide two methods which brands such as Burberry might use to achieve
repositioning.
Repositioning is one of the major factor that contributes to the development of the
activities that will be liable for addressing the correct set of targets. There are ways that Burberry
can use to utilise the methods that will be encouraging the brand to incorporate the repositioning
High Price
Low Pricing
Low Exclusivity High Exclusivity
Fig 2: Perceptual Map After
Source: Created By Author

4CASE ANALYSIS
strategies that can influence the perception of the customers towards the brand. The ways that
Burberry can incorporate the strategies that are related to the repositioning of the brand.
First ways, for repositioning the brand is by utilising the strategies that will be liable for
positioning that particular product for a specific segment. It is important to assess the competitor
and develop a strategy and a plan that will be complementing the activities that will be required
for the projecting the unique value proposition in a distinct way. This will help Burberry in
positing a strong place in the perception of the customer. For utilising the repositioning in a
distinct segment it helps the organization in having a competitive advantage. In this case
Burberry can utilise the digital world of the development of the repositioning strategy and project
them in a more luxuries way that will be helpful for the brand.
Second way that Burberry can incorporate for their repositioning strategy is to utilise a
portioning map and develop a product mix that will be liable for the making the brand standout
from the rest in terms of exclusivity and pricing. This will be helpful for the brand to engage in
activities that will positively impact the image of the brand and create a new perception among
the customers.

5CASE ANALYSIS
References and Bibliography
Armstrong, G., Kotler, P., Buchwitz, L.A., Trifts, V. and Gaudet, D., 2015. Marketing: an
introduction.
Baker, M.J. and Hart, S. eds., 2016. The marketing book. Routledge.
Burberry.com 2019. Burberry - Iconic British Luxury Brand - Select Your Location. [online]
Burberry.com. Available at: https://www.burberry.com/ [Accessed 28 Mar. 2019].
De Mooij, M., 2018. Global marketing and advertising: Understanding cultural paradoxes.
SAGE Publications Limited.
Fill, C. and Turnbull, S.L., 2016. Marketing communications: brands, experiences and
participation. Pearson.
Lee, S.E., 2016. Anti-Laws of Luxury Fashion Marketing.
Villas-Boas, J.M., 2018. A Dynamic Model of Repositioning. Marketing Science, 37(2), pp.279-
293.
Wirtz, J. and Lovelock, C., 2017. Positioning Services in Competitive Markets. World Scientific.