Burberry

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for the brand because it will provide popular products whilst maintaining price and quality consistency. Additionally, the beauty segment, which has growth exponentially over the past decade, is another area for opportunity. The success of the Burberry Brit perfume, which is a current staple, shows that there are avenues to be explored within this segment. In fact, Burberry has since gone to manufacture its own makeup line, which has not only done well amongst consumers and beauty critics, but has appended itself seamlessly to the brand, promoting equity and generating sales.

The appropriation of the brand among non-target consumers is a problem generally faced by most brands. Burberry had become affiliated with urban youth and hip-hop musicians, which was positive because it had permeated the new market segment, but problematic because it could end up alienating its core customer base. A potential solution is to try to separate the customer bases by focusing on the different product lines and ensuring enough differentiation between them. For example, the Burberry London, Prorsum and Brit lines should be advertised, positioned, and even displayed differently. This could translate to different packaging, tags and even unique zones within the store for each line. This will ensure that Burberry targets its different audiences uniquely, minimizing appropriation for non-target customers, as well as ensuring that its two customer bases are still the main targets for the brand.

Next there is the issue of the role of the Burberry check. The company needs to manage the pervasiveness of the check in a strategic way and shift pattern use to something more subtle. The accessories product line holds an average of 65% of sales that are check, which indicates that the check should have a heavy presence within this line. Womenswear could also see some apparent check features, such as stripes across garments, pockets on a shirt or even elbow patches, but should mostly be utilized as a lining, under a collar, or under sleeves. In regards to menswear, I believe the check should be kept to a minimum and should be used as a hidden pattern, due to the fact that it is somewhat associated to female products and could damage the perceived masculinity of the line. In all, the check represents extreme brand equity, but needs to be repositioned in order to cater to the new marketplace trend in which there is aversion to overbearing exposure of logos, patterns and monograms. By minimizing the presence and size of the check pattern in Burberry’s arsenal, it will also be possible to reduce appropriation of brand among non-target consumers since it might make it somewhat harder to identify straight off the bat.

The final issue relates to the sustainability of the brand’s positioning. As aforementioned, the brand strikes a fine line between lifestyle and upscale, which is great considering that this is a market position that had been previously unoccupied. However, this can also lead to problems for the company because they face competition from both sides of the affordability-luxury spectrum. The solution to this problem is to create new product lines which can compete with those introduced by competitor brands. One of the product lines could appeal to a more hip crowd and offer trendier design at a lower price point, while another one could introduce eveningwear and offer the classic Burberry sophistication at an elevated price. This will ensure sustainability, greater product variety, and reduce competition because Burberry’s customers are loyal to a brand which prides itself in product quality and recognition.

This case is a prime example of the importance and impact of brand image in the overall success of a company. Bravo’s accomplishments in terms of brand revitalization show Burberry’s commitment to adapting to marketplace changes while staying faithful to its roots. While there are still some challenges along the way, the recommendations set forth throughout this case will pave the way for further growth, success, and strengthening of brand image and equity in the long-run.