Burberry Brand Repositioning Strategy: A Market Analysis Report

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Fashion Accessories report UK

TABLE OF CONTENTS
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. In presenting map, also identify where on the
map the following brands would be located: Gucci and Primark................................................3
3. Provide two methods which brands such as Burberry might use to achieve repositioning.....4
References........................................................................................................................................5

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?
The repositioning and positioning for a marketer are significant as an organization improves the
services and products branding as well as also establish the strong links for attracting the
consumers. Burberry is a position for the new leather products that is especially in the bags for
attracting the youths. In a market, the positioning for an organization improves a presence for a
consumer (Massara et al., 2018). An organization can attract new consumer as well as also
increase the services and products value.
Therefore, the repositioning is needed which helps in aligning products to an expectation and
needs of the consumer. The product quality and new economic market and the price factors
considered in attracting the marketers. Also business has importance in positioning the
investment and return as well as also increases the market coverage. Positioning is needed in
understanding the trends and markets and also come up with the changes in various approaches
in terms of achieving the profitability and productivity of the organization (Zenk, 2017).
Burberry also has significance in terms of managing the quality, enhancing the proper balance in
price and also increasing the huge consumer base for sustainable growth and development.
However, the changes are according to the trends of the market and the promotional content
alignment is according to the consumer which is needed in promoting the products in terms of
increase in the sales.
Burberry is needed mainly to attract the consumer, price improvement, and customer retention
and product quality. In an organization, if a move is successful, it will help in achieving the
profitability and sales whereas the overall branding and consumer base are also improved
together. In an organization, such moves are also empowered to move forward to the developing
market by including China and Japan in which the people are aligned to the leather products in
the accessories and clothing. To reach higher market empowers, an organization has to promote
as well as prepare the necessary content to an audience within an effective cost and time. Also,
the main advantage of the organization is to understand market capabilities and trend effectively
to fulfil the expectation and demand of the consumer on time which leads towards the effective
growth and success of the business (BEVERLAND, 2018). The repositioning also integrates the
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other business mainly for the scalability while the positioning improves the marketing practices
and existing stores usability.
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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. In presenting map, also identify where on the
map the following brands would be located: Gucci and Primark
In the market of the UK, the brand positioning impacts on an organization are towards a
competitive benefit. Also, the organization is positioning itself in the market along with the
differences in a product from a competitor. Burberry has the huger base of consumer, and there is
also a need for alignment with the changing perception of the market and in the consumer
demand. Burberry also uses a product in promoting brand capabilities and functionality.
Marketing communication is used in determining the organizational position in a market.
A process will change brand positioning. Like For example, Burberry currently has high quality
and cost. In an organization, a process of repositioning and positioning is successful which will
help an organization to attract the consumer effectively and then serve them with higher products
quality Straker and Wrigley, 2016). The organization position in these cases will move towards
adequate quality and high price. This is because as an organization has the huge branding
benefits which help the consumer to retain longer in the organization. The higher prices help an
organization to achieve the maximum return on the branding and investment but the proper
quality will motivate the consumer which is the big support for the organization.
The Gucci is the most leading brand for leather products and is special for other accessories and
bag. This organization is efficient in reaching with huge consumer base in Japan, UK as well as
in other countries. In the position map, the gap of the Burberry with the Gucci shows that an
organization is not far in the competition. However, the competitive difference of management in
market positioning and product is important. Also on another side, an organization has a big
competition with the Primark in terms of quality products and low cost (Arrigo, 2015).
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3. Provide two methods which brands such as Burberry might use to achieve repositioning
Brand identity
The method of brand identity is adopted by the organization in which the organization has to use
several ways of attracting, to present its brand identity or name in a market. It is a method which
is considered as brand elements collection that is related to an organization and after this; they
create the right organization image in fronts of a consumer. To create the Burberry effective
portrait towards the consumer, for this they want to differentiate its quality of the services and
the strategies with the competitors to attract the more consumer towards organizational advanced
services (Melewar et al., 2017). The brand design is developed afterwards to create a proper
brand shape in a market. In this kind of strategy, it will help an organization to gain the market
competitive advantage along with a huge consumer base.
Customer engagement
The organization uses the strategy of customer engagement in terms of achieving the brand value
repositioning in a market. Through applying this method, an organization communicates
effectively with external stakeholder like consumer through using correspondence channels. In
an organization, the communication with the customers is presented in a reaction and interaction
form and it affects on the consumer experiences. Burberry uses the offline and online channels to
engage the consumer as by these channels the organization share the services and products
details with its consumer (Venkatesan, 2017). Along with social media help an organization
effectively connect and communicate with the consumer which increases the organization
consumer base and this will also help the organization to reposition its brand name in a market.
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References
Books and Journals
 Arrigo, E., 2015. The role of the flagship store location in luxury branding. An
international exploratory study. International Journal of Retail & Distribution
Management, 43(6), pp.518-537.
 BEVERLAND, M., 2018. BRAND.
 Massara, F., Porcheddu, D. and Melara, R.D., 2018. Luxury brands pursuing lifestyle
positioning: effects on willingness to pay. Journal of Brand Management, pp.1-13.
 Melewar, T.C., Foroudi, P., Gupta, S., Kitchen, P.J. and Foroudi, M.M., 2017. Integrating
identity, strategy and communications for trust, loyalty and commitment. European
Journal of Marketing, 51(3), pp.572-604.
 Straker, K. and Wrigley, C., 2016. Emotionally engaging customers in the digital age: the
case study of “Burberry love”. Journal of Fashion Marketing and Management, 20(3),
pp.276-299.
 Venkatesan, R., 2017. Executing on a customer engagement strategy.
 Zenk, J., 2017. Successfully positioning & extending a young luxury fashion brand: Case:
Kaviar Gauche.
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