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This is a brand book made on the brand Burberry (UK).
Citation preview
Brand Book (Burberry) UK
BURBERRY’S BRAND BOOKLOGO & IDENTITY
Figure 1: “In 1904 Burberry’s Equestrian Knight Logo was developed. The Latin word Prorsum
(which) means ‘forwards’ and is the registered trademark of the brand. The iconic Burberry
check was created in the 1920s as a lining in its trench coats! During WW2, Burberry continue
to supply high quality gabardines to servicemen in all branches of the services, and was
awarded the Royal Warrant from Her Majesty The Queen in 1955” (Juli TENG, 2011).
Brand Mission & Vision statement:
The mission statement of Burberry is very brief. It states:
“Brand, Business, Culture” (Dihmes, 2013). The mission statement
clears that Burberry offers the customers the brand instead of
only products and a great cultural experience (European one of
course) in its business around the globe and compete with its
best resources. A brand is much more than a product, it is an
experience.
The vision of Burberry is: “We have a vision – to be the first
(fashion) company that is fully digital end-to-end” (Chaffey,
2012). The point made here is simple. The management, whether
top, middle or lower, need to be in constant contact with the
customers who are using, have used, or are even in some kind of
contact with their brands.
While launching a new product or checking the sales of the
already introduced products in the past, Burberry uses social
enterprise or social media to reach their customers. It is cost
effective, fast and a large number of customers can be handled at
the same time through this.
Example: Instead of a magazine ad, Burberry launched a Facebook
campaign for its products, Burberry Body Fragrance, to reach
maximum audience. It also used an ad and published it online at
YouTube (Chaffey, 2012).
Brand history
When it comes to the market of Global Fashion, Burberry is indeed
a name that is included. Burberry started working as a business
in the year 1856 in United Kingdom under the leadership and
management of Thomas Burberry, a 21 years old British boy. It is
recognized by its distinct plaid pattern including the colours
red, white, camel and black. Customers have been happy about the
quality, durability and above all the innovativeness the brand
offers. The innovativeness included the first ever water
resistant fabric. This brand was worn by many adventurers
including mountain climbers, swimmers and travellers of the ice
cold places. This brand has been using the cultural and
traditional touch with all new designs and new collections to
maintain its image and focus on the roots. Since the starting of
the first shop of Burberry in London (Haymark), its stores have
been opened in more than 38 countries worldwide (Robinson, 2013).
Burberry is a luxury brand which is listed in both LSE & FTSE, so
Burberry is strong financially and it is considered to be the
98th most valuable brand in the world (Juli TENG, 2011).
Brand platform / essence (emotional &
functional values, personality)
The brand Burberry is also having a
remarkable feeling value to it. The
relation to the British soldiers,
history of British oldest brand name known, quality, social
approval because of the celebrity endorsements, elite and
attractive perception that the consumers have of this brand make
it really close to the consumers and it also has earned respect
in their hearts.
Brand positioning (why they can claim this above all others)
The brand positioning is done wisely. By using adventurers,
swimmers, mountain climbers, celebrities like the 007 Daniel
Craig and Victoria Beckham, luxury status which only selected few
can buy, it has become a status symbol and fashion identity.
Following is a brief view of Burberry’s brand positioning in the
apparel section (Juli TENG, 2011).
Figure 2: Brand Positioning Burberry (Juli TENG, 2011)
Consumer segments
Burberry is offering products for 3 categories including for men,
for women and for children. The products are provided in the next
heading. The brand targets luxury brands lover. But while
promoting the brand name through online medium Burberry only
allows the present customers to enter the website’s campaign but
it allows the visibility for everyone. Thus not everyone can
afford the brand and Burberry knows it (Rebeiro, 2011).
Product & branding guidelines
Burberry is right now offering a wide selection of products not
stopping at only the apparel category. Burberry is right now
offering following innovative and high quality products
(Burberry, 2014):
1. Apparel
According to the official website of
Burberry, in the apparel section the
products range include trench coats both
heritage and seasonal; ready to wear
including coats, jackets, dresses,
knitwear, shirts, polos, denim, swimwear
(for children, men and women) and hooded tops
and underwear (for men).
2. Footwear
For females, prorsum, ballerinas, flats,
sandals, pumps, boots and trainers are offered.
3. Handbag
Check bags, leather bags, tote bags, clutches, bowling bags,
shoulder bags etc are being offered to customers of both
genders.
4. Others
Jewellery, sun glasses, key charms, digital cases, belts,
watches etc are offered as well.
5. Beauty & Fragrance
Makeup and perfumes including Burberry body, classics, Brit
etc are offered by Burberry to its customers promising
innovation and high quality.
Communication guidelines
Burberry has been always trying to find ways, new and innovative,
to do stuff. Communication is also part of its innovative
planning. Burberry’s chief creative officer has promised that the
future holds nothing less than perfect. He promised to “build on
an increasingly powerful brand (and continue to) push the
boundaries of design, technology and communication (and its)
heritage, Britishness and values”. According to the article,
“Bailey has promised to continue to push the digital boundaries.
The fashion brand has launched
digital initiatives such as
Kisses with Google in the past
year” (Parsons, 2013).
Customer engagement is increased and so is the value for Google
and Burberry. “A campaign such as Burberry’s is able to engage a
consumer because the action is something that can be of personal
benefit to the consumer, something that is very different than
asking someone to share your latest product” (Shea, 2013).
Bibliography
Burberry, 2014. Site Map. [Online] Available at:
http://uk.burberry.com/site-map/ [Accessed 2014].
Chaffey, D., 2012. How digital and social media can transform
businesses. [Online] Available at:
http://www.smartinsights.com/goal-setting-evaluation/vision-
setting/digital-and-social-media-transform-business/ [Accessed
02 May 2014].
Dihmes, W., 2013. Strategic Planning for cometitive planning.
[Online] Available at: http://inspiredbyburberry.blogspot.com
[Accessed 02 May 2014].
Juli TENG, Y.Y.Z.S.F.H.D.C.H.Y.L.J.T.Z., 2011. Brand Burberry.
[Online] Available at:
http://brandburberry.wordpress.com/about/ [Accessed 02 May
2014].
Parsons, R., 2013. Burberry's new CEO: 'We will continue to push
communication boundaries'. Marketing Week, 15 October.
[Accessed 02 May 2014].
Rebeiro, M., 2011. 5 principles to guide luxury brands’ use of
social media. [Online] Available at:
http://www.rmmlondon.com/research/5-principles-to-guide-
luxury-brands-use-of-social-media/ [Accessed 02 May 2014].
Robinson, E., 2013. Burberry. [Online] Available at:
http://www.brandsbook.com.au/burberry/ [Accessed 02 May 2014].
Shea, E., 2013. Burberry engages consumers in branded peer-to-
peer communication via Google. Luxury Daily, 13 June.