Case Study 2: Burberry Brand Analysis & Strategic Recommendations

Note:

• Do not use any outside research whatsoever. 
• All research is contained within the case PDF. Please provide your own, original analysis. 
• Note: If you covered some of the information requested below in the last paper, feel free to restate here. Do NOT reference/cite your last paper, but instead copy and paste any information herein so it is all in one place.

Read the case study PDF: Burberry’s new challenges in order to complete this assignment.

Please answer the following (in a Case Study / written paper format):

1. Perform a brand analysis of Burberry using the case documents and the brand pyramid. Your analysis should mirror your work from the discussion board assignment as follows:

• SALIENCE (Category)
  • Needs this category fulfills for target segments
  • Recognition – how is Burberry recognized and regarded within its category by target segments?
• PERFORMANCE & JUDGEMENTS
  • Features & Functional – what features do target segments like about Burberry and its product(s)?
  • Design (elements that we know matter)
    • Describe Burberry’s design and how your brand’s design differentiates and what it communicates
    • Fighting brand confusion: What we need them to know/believe (incl. brand "truths") that they aren’t aware of or are confused regarding and describe how the brand can help communicate that fact better.
      • • (From video: Think Keurig where some customers believe Keurig has instant coffee in their k-cups instead of high quality grounds. The company needs to change this perception. This can also be something the company does well but not enough customers are aware)
• FEELINGS & IMAGERY
  • Emotional Connection – describe the emotional fulfillment target segments receive from Burberry
  • Social Connections – what social value does Burberry deliver to target segments? (Think Prius and how it allows customers to communicate they are “green” just by driving such a unique looking vehicle) 
    • Remember social media matters here
    • Image – How would you describe Burberry’s image?

2. Based on your brand pyramid analysis what are your recommendations for Burberry?

• • Are there gaps?
  • Should they be doing anything differently?

3. How are digital media (ecommerce, marketing) social media and bloggers affecting Burberry’s communications & marketing strategy and how they deliver customer experience?

• • Should Burberry do anything differently as a result of your analysis?

4. Burberry is dealing with a changing world where fast fashion and experiential luxury are on the rise while the relevance of fashion shows and department stores is in question? Analyze this situation exploring these four variables assessing their potential impact and importance to Burberry’s future.

5. Given all of your analysis in the last paper and above, what is your full recommendation to Burberry’s management as to what they should do in order to maintain their success moving forward?

• • Remember to consider your writing about the strategy and discuss if they should pivot or stay the course and why.
  • Bear in mind the ability of Burberry to leverage their brand (based on your assessment above).
  • Competitor reactions: Also, consider their target segments and their chief competitors (you covered competitors in the last paper as well) and in your recommendation clarify what might happen (actions / responses) across the industry if Burberry makes the changes you recommend 

Important notes: 

• Do not use any outside research whatsoever. 

• All research is contained within the case PDF. Please provide your own, original analysis. 

• Any use of outside research, discussion with anyone (including classmates) will result in a failing grade

• Case studies are from the perspective of the information in the case. If you know in real life what Burberry ended up doing you cannot use this information. You are only to use information in the case to perform analysis or make recommendations.

• References should be made to material taken from the case. (if you cite the case, mention the citation as you would any source that is not your own ideas). 

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