Burberry Brand Repositioning Case Study: A Marketing Analysis

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CASE STUDY
SYLWIA
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Table of Contents
INTRODUCTION............................................................................................................................. 3
1. Explain the relevance and importance of positioning and repositioning for marketers.........3
Implications for the performance of the business if such a move is successful.........................4
2. Demonstrate by means of a positioning map how the positioning of the brand will change.5
Identify where on the map the following brands would be located..........................................5
3. Provide two methods which brands such as Burberry might use to achieve repositioning.. .6
CONCLUSION................................................................................................................................. 7
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INTRODUCTION
This case study is about a company named Burberry was founded in 1856 by Thomas Burberry,
it is a British luxury brand which designs, manufactures and distributes the apparel of high
quality and accessories for women and men as well as children. This case study includes the
importance of company positioning and repositioning as well as the where the company place
in positioning map.
1. Explain the relevance and importance of positioning and
repositioning for marketers
POSITIONING
Positioning is the art of building a different image for a product to gain the attention of the
customers. In order to make a position in the market Burberry highlights on differentiating the
sorts on their brand (Armstrong, 2015). Burberry has more than 200 own-brand stores globally
(Wirtz and Lovelock, 2017).
 Physical attributes
The standard of Burberry is a unique style, high quality and fashion are handbags and small
leather goods. It has a strong and unique positioning as a genuine British luxury brand as a key
to success (Armstrong, 2015). Its competitors cannot copy easily its products and the company
launches new products by keeping a unique brand and competitive advantage.
 Marketing
The positioning of a product is an essential element of the marketing plan (Fahy and Jobber,
2015). It includes the process for a marketer to determine the market for communicating
product qualities towards the targeted customers based on their needs.
 Understanding Consumer Needs
 Targeting Communication Channels
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 Weigh Competitive Pressures (Fahy and Jobber, 2015)
 Carefully Created Key Messages
REPOSITIONING
Repositioning involves the change in the positioning of a brand or product (Buck, 2018). A firm
can consider repositioning of a product due to its sliding performance or due to change in the
atmosphere. The reasons for repositioning are:
 The customers are more engaged in the luxury brand purchasing
 The increase in the sale of competitors where customers are attracting more new styles
Implications for the performance of the business if such a move is successful
The implications for the performance of Burberry’s success are as follows:
 Brand image
Burberry is now more focused on the enhancement of its products more costly and luxury. In
comparison with its competitors and the trend which is followed by the customers of
purchasing the more luxurious product (Kim, 2018). If Burberry will follow the trend it will
implement in a positive way in context to customer and negative in context to competitors.
 Sales and profit
Burberry sales will increase an increase in the trend of purchasing luxury products and due to
an increase in a sale, it will result in an increase in profit (Buck, 2018).
 Market position
Burberry highlights on differentiating the sorts on their brand, it's market position will increase
by the increase in its profit and sales (Fahy and Jobber, 2015).
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2. Demonstrate by means of a positioning map how the positioning of
the brand will change
Brand positioning is the understanding or ‘mapping’ of a consumer’s mental perceptions of
products.
Positioning Map
The positioning maps are the drawn diagrams to demonstrate the customers’ perception of the
business based on the quality, price and other benefits. It is the visual diagram prepared for the
positioning strategy by marketers for developing new competitive benefits (Wirtz and Lovelock,
2017).
The positioning of Burberry can change by following these steps:
 Developing a distinct positioning idea (Wirtz and Lovelock, 2017)
 Identifying the competitors
 Identifying brand positioning (Armstrong, 2015)
 At last test brand positioning statement
Identify where on the map the following brands would be located
The brand positions of Burberry, Gucci and Primark are laid on the high quality and high price
position (Wirtz and Lovelock, 2017).
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High quality
Price high
Low quality
Price low
BURBERRY
GUCCI
PRIMARK

3. Provide two methods which brands such as Burberry might use to
achieve repositioning.
Burberry brand needs to do more to improve its appeal in its domestic market for achieving
repositioning in the market.
Methods of repositioning are:
 Real repositioning
Burberry used this method to redesign its products, this helps in matching the customer
processes by changing the attributes of the products (Armstrong, 2015).
 Psychological repositioning
The psychological method of repositioning helps to gain customers belief towards the brand.
Burberry used this method to achieve its repositioning in the market.
Strategies of brand repositioning are:
 Brand Relaunch
The process for the acceptance of customers follows the elements of the communication mix
including packaging. Burberry can also change the distribution channel and strategy including
sales organization, sales effort, and sales structure (Buck, 2018).
Burberry needs to be re-worked and relaunched its products and services to take a diverse
level. Repositioning catches customer eye on the newly launched or existing product and the
elements of mix helps in repositioning the brand in the heart and mind of the customers.
 Brand extension
Brand extension is an effective tool of brand management which is suitable for the Burberry to
extend its business in luxurious products and services (Buck, 2018). The brand extension may be
for other items in the same product line or for the related or unrelated product line.
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This will help Burberry to launch a new product or the change in the existing products. This will
increase brand visibility and helps Burberry to fight the competition by covering as many places
as possible (Buck, 2018).
CONCLUSION
In order to conclude this report, it said that the importance of positioning and repositioning
strategies helped the Burberry to find its position in the market. The methods of repositioning
helped the Burberry by providing strategies of Brand Relaunch and Brand extension and also to
know the place where the company stands with the help of positioning map.
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REFERENCES
Kim, P., Vaidyanathan, R., Chang, H. and Stoel, L., 2018. Using brand alliances with artists to
expand retail brand personality. Journal of Business Research, 85, pp.424-433.
Fahy, J. and Jobber, D., 2015. Foundations of marketing.
Buck, B.J., Trading Technologies International Inc, 2018. Repositioning of Market Information on
Trading Screens. U.S. Patent Application 15/699,811.
Armstrong, G., Kotler, P., Buchwitz, L.A., Trifts, V. and Gaudet, D., 2015. Marketing: an
introduction.
Wirtz, J. and Lovelock, C., 2017. Positioning Services in Competitive Markets. World Scientific.
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