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Future Growth Strategies (Part 1: Analysis)
Future Growth Strategies Part 1: Analysis To chart out the strategies Burberry should implement for future growth, we have to first take a look at industry trends. We first analysed the industry using Porter’s 5 analysis (Appendix 1) and found that Burberry is in a industry with low-med supplier, consumer power and substitutes. However, it […]
Posted in: For Sixth Assignment
Assignment 5: Brand Valuation
October 28, 2011
by brandburberryblogger
We obtained our Net Operating Profit after taxes in 2010 from the Burberry Annual Report (2010-11), Page 88 as shown below. Burberry’s customers can be segmented by regions – Europe, America, Asia Pacific and the Rest of the world which includes India and the Middle East. According to the Burberry 2010’s Annual report, the percentage […]
Posted in: For Fifth Assignment
Assignment 4: Burberry Marketing Program
October 20, 2011
by brandburberryblogger
After analyzing the tactical and strategic gaps of the Burberry brand, we plan to implement a marketing campaign to close these gaps and to strengthen the Burberry brand equity in Singapore. The “BurberryWorld” Campaign “BurberryWorld” is the name of Burberry’s official website, which was just newly launched in the final quarter of 2010. Through this […]
Posted in: For Fourth Assignment
Assignment 3: Analyzing Tactical & Strategic Gap
Introduction Having understood what Burberry stand for, as well as evaluated what Consumers think about Burberry, we now analyze if the brand has any tactical or strategic gap. The gaps are defined as follows: Tactical gap: the difference (if existent) between the brand’s current identity and its current brand image. Strategic gap: if the brand should change or […]
Posted in: For Third Assignment
Burberry is one of Interbrand’s top Global brands
Burberry came out strong in this year’s Interbrand ranking of brands. It is one of the ‘biggest luxury brand winners’, increasing it’s value by 20%. Now, we wonder, why are we working on such a strong brand? We take a look at reasons given for their success: The report praised Burberry’s “impressive digital innovation” and ability […]
Posted in: News
Assignment 2, Part III: Research Methodology
Part III: Research Methodology To test our hypotheses, our first step was to conduct exploratory research to determine perceptions of both consumers and non-consumers of Burberry. We conducted in-depth interviews with selected candidates using qualitative research methods such as free association test, projective technique, and laddering. In-depth interviews were chosen over focus groups as we […]
Posted in: For Second Assignment
Assignment 2, Part II: Quantitative Research – Consumer Profile #2
Unveilling the perception-Survey Analysis: Consumer Profile #2 Consumer Profile (40 – 59 Years Old We then do a second testing of our hypothesis on the Mature consumer group (Aged 40s and above) Strength To test the strength of Burberry’s brand associations, we asked respondents to rate on a 5-point Likert scale their agreeableness to whether they feel the following product […]
Posted in: For Second Assignment
Assignment 2, Part II: Quantitative Research – Consumer Profile #1
Unveilling the perception-Quantitative Analysis: Consumer Profile #1 Consumer Profile (20 – 39 Years Old) We start by testing our hypothesis on the Younger consumer group (Aged 20-39 Years Old) Strength To test the strength of Burberry’s brand associations, we asked respondents to rate on a 5-point Likert scale their agreeableness to whether they feel the following […]
Posted in: For Second Assignment
Fun Facts
1. Burberry’s Equestrian Knight Logo was developed in 1904. The Latin word “Prorsum” means ‘forwards’ and is the registered trademark of the brand.
2. 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!
3. Burberry created the modern day “trench coat” when it was commissioned by the War Office in 1914 to adapt its officer's coat to suit the conditions of British contemporary warfare.
On Burberry... 
November 6, 2011
by totallyan
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