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Brand elements

Brand management is a technique in marketing that utilizes techniques in order to enhance the perceived value of a product line over brand time. Effective brand management utilizes the prices of the product for building loyal customers through positive images and strong association with a brand. This study will focus on the brand inventory as well as brand attributes for the chosen company, Burberry Plc. The paper will also initiate an overall media analysis and perception of the brand and customer perception based on the levels of parity and points of difference to brand comparision.

Brand elements

 Brand element of Burberry

Figure 1: Brand element of Burberry

(Source: Burberry Corporate Website)

Burberry sticks onto a brand identity by promising the customers about its true English style. At Burberry, a belief in how creativity opens spaces is initiated (1). The core belief is how it is central to be operated in the company today.

The brand element is a unique aspect of the brand as it helps to determine the aspect of the brand such as:

  • Logo: The graphic design elements such as colours, line shape, and negative space assists in the creation of a logo design.
  • Symbols: Brand symbols are visual characteristics related to the brand as it represents the personality and develops a recognition rate.
  • Characters: Brand character is defined as a customary of human attributes related with a brand and is connected with the brand to develop a unique personality in the minds of the customers.
  • Packaging: Packaging as an indispensable marketing tool ropes branding and highlights the finest features creating an unforgettable customer experience.
  • Slogans: A brand slogan refers to setting a short phrase for the business that makes customers stick onto memories for customers.
  • Trademarks: Trademark is a recognizable phrase denoting a specific product that differentiates it from other products of its kind.

Burberry Group Plc has transformed the business to have anchored firmly for luxury. Upon revitalizing the brand image, the product offers are progressed through an ambitious social as well as environmental agenda.

  • Brand Pricing:Brand pricing is a technique utilized in market research and marketing as it models relationships between the prices and brands for which command relative to other brands. Burberry utilized a premium pricing strategy to sell its products with high-end premium products that Burberry aims to achieve.
  • Brand Communications:Brand communication is a combination in activities related to advertising, social media as well as reviews that are utilized to communicate with customers (2). Burberry has a presence in 20 distinguishable platforms for a combined level chatbots to get updates from the content.
  • Other marketing activities: The marketing activities involve activities for understanding the customer activities focus on an understanding of the customers for marking available for the products that are wanted from them. Burberry’s promotion policy rotates around showing reliable advertising activities for traditional and modern methods in advertising.

Profile direct and indirect competitor brand for parity and point of difference

LMVH

Tommy Hilfiger

Gucci

Armani

Direct competitor brands

Points of parity:

· LMVH brand operates in the market with pre-emptive behaviour driving profit and loyalty.

· Perceptions of brand and product extensions for distribution channels for the brand’s electric and exclusive profile.

Points of difference:

· In order to stay ahead of competition, it operates through a practice in delivering indisputable, sustainable as well as competitive advantage (3).

Points of parity:

· Tommy Hilfiger is a high-end brand and charges on premium products as compared to that of competitors.  

Points of difference:

· The shopping experience and designs of the products are intricated as vintage to be considered as the product.

Points of parity:

· As implied by Gucci’s segmentation, the target market is in achieving a high status and middle-aged employed customers

Points of difference:

· Unique Selling Proposition (USP) for Gucci is in provision of customers in high quality of products with great attention to its design.

Points of parity:

· Armani is a luxurious brand that makes inclusion for building the brand around designer channel needed for luxurious and prestigious brands in fashion industry.

Points of difference:

· Line extensions for Armani for being built on fashion trends to slow down on collection and better for the fashion industry to collections for better quality.

Hermes

Michael Kors

Kering

Polo

Indirect competitor brands

Points of parity:

· Hermes differentiation strategy lies in developing high-quality items for a premium price and limited accessibility.

Points of difference:

· The USP sprawls it as a renewed brand for leather products as well as silk products.

Points of parity:

· Michael Kors is invested heavily on diffusion line for linking up the lifestyle brand in utilizing social media as a way in using customers to market its brands.

Points of difference:

· By building on a reputation for what is wanted of them and combining pragmatism they uphold a unique take for “all American sportswear” that goes global.

Points of parity:

· Kering is invested on a diffusion line for which investment is done heavily for lifestyle brand in line with Coach and Tory.

Points of difference:

· The point of difference is leveraged onto leveraging competitive advantages as it acquires a strong brand name.

Points of parity:

· Polo has demonstrated a differentiation for building the new product that can be challenging for established products.

Points of difference:

· Company has launched onto tailoring women’s line created for women’s line launched in sportswear products.

Table 1: Indirect and direct competitor brand

(Source: Created by author)

Analysis of previous research studies

Burberry is a well-known luxury brand that has become one of the pioneers in role modelling for the digitalization of online stores in an overwhelming way. The store is packed with customer orientation that puts value on brand image. The introduction related to “Burberry World Live” for the flagship store aroused enthusiasm among fans and shoppers in general. Burberry’s worldwide revenue has created an amount to nearly 2.34 billion GBP for 2021 (4). Burberry as a UK-based luxury item is founded in the UK and manufactures clothing as well as a fashion accessory.

 Burberry’s global revenue

Figure 2: Burberry’s global revenue

(Source: Statista)

Burberry sells luxury items that have three channels namely retail, wholesale as well as licensing. Most of Burberry’s income is indicated through stores as well as concessions in department stores. Accessories in this aspect are profitable for Burberry products for generating around 948 million GBP in global revenue for the company. Retail makes inclusion for the inclusion of wallets as well as umbrellas for homebased fittings such as covers and tapers. The women’s sector is extremely lucrative for the luxury industry company. In 2020, auctions of Burberry products are produced around 796 billion in terms of proceeds (4). Retail makes inclusion for mainline stores in concession for digital commerce as well as outlets. Accessories are profitable for Burberry’s product line from wallets and umbrellas in digital commerce and outlets.

  • Interpretation of brand

The luxury fashion brand is partnered with Tencent as a developer in social media and payment apps known as WeChat on a “mini-program”. As a result, it connects and rewards customers for exploring online as well as in-store. Burberry as a pioneer in digital and in-store experiences collaborates to engage customers with a strong proposition to have a blueprint in social media (5). The social currency is evolved with how customers engage with the store and are increasingly significant through a rise in social media.

  • Interpretation of product category

Profile direct and indirect competitor brand for parity and point of difference

Burberry initiates main products such as Women’s, Men’s as well as Children and Accessories. Burberry has a positive judgement in being the oldest and most respected fashion brand. Customers recognize a trench coat for high-quality products and distinctive check prints as well as a classic business style (6). By making luxury clothing as well as leather items they can make the finest craftsmanship as well as cutting edge technology.

Burberry’s target market is intricated with one with being functional and is decided on how they reach out to customers with labels like Polo and Armani on clothing side as well as Coach and Gucci on the apparel finish. Burberry targets its customers which include Coach, Armani, Gucci and Polo among the top fashion brands (7). Bravo has made a transformation in core brand values for catering to customers in all age groups as well as fronts of life. Burberry is also true to maintaining price points to customers.

 Burberry mental map

Figure 3: Burberry mental map

(Source: Created by author)

Burberry has positioned onto brand strategy for the minds of the customers based on “financial luxury”. The focus of Burberry products for channel coats and the target audience for this plan is men and females between the ages of 20 and 45 from mid to lower-income collections (8). The ambition of the company is to inspire Fashion Vanguard by fostering a strong Burberry community.

 CBBE model

Figure 3: CBBE model

(Source: Created by author)

Customer-based brand equity (CBBE) is utilized to indicate how the success of the brand can be attributed to customer attitude related to the brand. The well-known CBBE model is attributed to customers’ attitudes toward the brand. The best-known model relates to how the customer influence success of the business overall (9). In case customers recognize and understand connection with the brand, performance is likely to grow up.

Points of parity and point of difference with respect to brands competition

Considering points of parity for LMVH brand, it is likely that brands like LMVH, Tommy Hilfiger, Gucci, and Armani are luxurious brands that make inclusion for fashion brands. Therefore, the perceptions of the brand product are in its differentiation and how they are transformed along the diffusion line from demonstrating differentiation that is challenging for established products by Hermes, Michael Kors, Kering and Polo (10). In this distribution strategy, the group is founded for initial merger to be founded on top luxury products.

 Customer perception of the brand

Figure 4: Customer perception of the brand

(Source: Created by author)

The perceptual mapping for the brand is utilized by the market researchers to depict and understand how the target market views as well as feels for the product. In the case of Burberry, an open space for innovation and free to explore and push boundaries is indicated (11). Considering the target audience, it can be stated that businesses need to depict and understand how the customers feel about the brand. Burberry positions its brand through the maintenance of products from categories of Fashion and Continuity.

Critical evaluation of the key differences

The brand inventory provides an itinerary of how companies market as well as brands their products by examination of what the customers feel about the brand. The brand inventory provides an itinerary of how brands are undertaken to comprehend what the customers feel about the product. Brand explanatory on the other hand determines an analysis of the current position related to the brand and target undertaken so as comprehend what customers feel about the brand (12). Based on the brand exploratory, the analysis of the current state is indicated through target market and target brand.

Significance to brand perception and overall appeal of the brand

The emotional appeal for Burberry is to seek authenticity for the brand as well as British charm. As such, the expressive power of the brand is highlighted based on its symbol and iconic strategies such as trench coats, brand checks as well as Prorsum horses. Burberry’s visual identity is based on how it embodies onto horse rider resonant onto the shield. Although the shield represents defences, it depicts splendour, arrogance as well as cleanliness (13). The black logo, therefore, identifies the elegance, durability as well as strength of Burberry’s products. Burberrys maintains the product for heritage product in audience strategy for ages between 20 and 45 years from middle salary to lower-income clusters.

If few or little differences and justification for why

The main elements for brand audit are that brand inventory and brand exploratory provide up to route for how the company sooqs as well as brands onto its crops. On the other hand, brand explanatory to comprehend what the customers feel related to the brand. On the other hand, the brand inventory provides how the company markets its products for branding in the market (14). As a result, the brand is explanatory to how company markets as well as brands on its products. The purpose is to generate a comprehensive profile related to how profiling at each stage is identified for supporting marketing program.

References

  • Burberry Corporate Website. Our Purpose. https://www.burberryplc.com/en/company/our-purpose.html (accessed Apr 27, 2022).
  • Marmat, G. Influence Of Aesthetics Attributes Of Brand Web Pages On Customer Brand Engagement. Global Knowledge, Memory and Communication
  • De Carlo, M. (INVITED) Exceptional Points Of Parity-Time- And Anti-Parity-Time-Symmetric Devices For Refractive Index And Absorption-Based Sensing. Results in Optics2021, 2, 100052.
  • Burberry's worldwide revenue, 2021 | Statista. https://www.statista.com/statistics/263885/burberrys-worldwide-revenue/ (accessed Apr 27, 2022).
  • Ibsen, H.; Wilson, W. Brand; 2018.
  • Cartwright, S. Brand; Bonnier Zaffre: [Place of publication not identified], 2017.
  • Priyanka, R.; Chhibber, M. Factors Predicting Brand Promise Delivery: The Mediating Role Of Brand Knowledge Between Internal Brand Marketing And Brand Commitment. iJARS International Journal of Management and Corporate Affairs2018, 4 (01).
  • CAKMAK, I. The Role Of Brand Awareness On Brand Image, Perceived Quality And Effect On Risk In Create Brand Trust. New Trends and Issues Proceedings on Humanities and Social Sciences2016, 2 (2), 177-186.
  • Nazari, R. Brand Elements Model Of Professional Football Clubs On Customers Based Brand Equity (CBBE). Journal of Physical Fitness, Medicine & Treatment in Sports2018, 4 (4).
  • Thach, S.; Unni, R.; Abdelmoety, Z. Local Brands And Global Brands: Competition In Emerging Markets. SSRN Electronic Journal
  • Ji-Hyun Hwang; DongJun Lee. Structural Relationships Among Service Encounter On Customer, Customer Orientation, Customer Satisfaction, Customer Trust And Customer Loyalty In Taekwondo Gym. TAEKWONDO JOURNAL OF KUKKIWON2019, 10 (1), 43-62.
  • Johannesson, E.; Ohlson, J.; Zhai, W. The Explanatory Power Of Explanatory Variables. SSRN Electronic Journal
  • Burberry Corporate Website. Business Model. https://www.burberryplc.com/en/company/business-model.html (accessed Apr 27, 2022).
  • Ghaleb, M.; Kaplan, B. Brand Characteristics’ Effects On Yemeni Companies’ Willingness To Pay (Wtp) a Price Premium For Audit Services.. IJASOS- International E-journal of Advances in Social Sciences2019, 878-889.
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