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8 a customers brand experience creates and shapes the

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8. A customer’s brand experience creates and shapes the reputation of the brand (both the advertisements and experience) 9. In order to build a strong brand, some major decisions involve brand positioning, brand name selection, brand sponsorship, and brand development. 10. A customer’s brand experience creates and shapes the reputation of the brand (both the advertisements and experience)
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Burberry Case 1. What is the Burberry Brand? The Burberry Brand is a British luxury brand that is positioned in the retail market between Ralph Lauren and Gucci. Burberry is known for its iconic check pattern and its durable trench coats. Burberry sells a wide range of products from womenswear to umbrellas. 2. What is Burberry’s brand equity? Due to Rose Marie Bravo’s excellent work with turning the company around, Burberry today has high brand equity. Burberry products are recognizable and known for their high quality and luxury. People can undoubtedly point out the Burberry plaid on the street. Burberry is a memorable brand and a respected product. Consumers know if they are going to buy a Burberry product and give it positive brand equity through the new advertising campaign that included Kate Moss and Stella Tenant. This technique broadened Burberry’s appeal and consumer base. The Burberry brand was made for those of a higher status. It was a luxury brand that held a practical use at the same time, combining both fashion with purpose, which gives it its most distinct factor. 3. Does Burberry have a “unique value proposition”? Burberry has a unique value proposition. Burberry’s main focus had been about outerwear, collaborating both style and use was the objective of the company. 4. What was Burberry’s market position (relative to its competitors) when Rose Marie Bravo was hired? Burberry’s market position prior to when Rose Marie Bravo was nowhere near where it is today. Before she was hired, the company was reliant on mostly outerwear and umbrellas, and the brand had lost most of its exclusivity. Also, Burberry’s demographic had been older males and Asian tourists. It was not as much of an exclusive brand before Bravo had been in charge. The product line was being sold in poor retail environments that lack promised quality. 5. Every business has risk. What changes did Bravo initiate? How did she attempt to control risk? Bravo definitely took a big risk when she became CEO. The changes she initiated to reposition the brand, update the product line, expand the brand portfolio, and change the advertising. She attempted to control risk by trying to create a consistent brand image. She hired a design team to redesign its customary products to expand to a newer variety of products. By having a strong vision, Burberry was able to maintain its brand.
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