Burberry task

Topics: Advertising, Branding, Brand management Pages: 2 (426 words) Published: March 6, 2014
 It goes without saying that launching own perfumes has become very important for many brands. First of all, it signifies the expansion of the product range of the brand. Secondly, with the help of bringing beauty business in house brands have wider possibilities for showing their heritage. Furthermore, it’s a wonderful opportunity to promote the brand and make it more recognizable among people. This effect can be explained by the fact that a perfume is quiet an affordable thing and brands have more possibilities to target wider audience. But how wide can this audience be? Is it possible to target everyone with a fragrance or is it better to shift marketing efforts from it? As it was mentioned, demographics have a limited role in brand marketing decisions in some luxury brands. But, in my opinion, that’s not the Burberry’s case. In this case luxury doesn’t transcend age. After analyzing two advertisements of Burberry Brit fragrances it’s clearly seen that the creators didn’t mean to target cross-generational customers with such campaigns. The fragrance for men is described as “leathery, sexy and a little bit smoky and sensuous” and for women as “blend of contradictions”, with the fragrance marketed as “irreverent and free-spirited, combining powerful femininity with a rock and roll edge”. The campaigns are made in a modern and stylish way; they contain evident elements of rock-n-roll style. It goes without saying that such campaign is not likely to target “over 40’s age group”. One more proof of targeting younger generation is the special promotion of the perfume in social networks (for example tagging #ThisIsBrit in Instagram. By the way, there are about 3300 pictures with this tag there) and making special Burberry application. New technologies are more the privilege of the young rather than the old. Unfortunately, it is so. While targeting 20-39 age group the creators didn’t forget to show the “britishness” of the brand as...
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