country report on burberry

Topics: Burberry, Luxury good, LVMH Pages: 35 (4143 words) Published: December 3, 2013


Country Report on
BRAND MANAGEMENT OF BURBERRY

By
Abhinav Goyal
A0102211183
MBA-M&S Class of 2013
Under the Supervision of
Dr. Ashish S. Noel
Department of Finance,
Amity Business School

In Partial Fulfillment of the Requirements for the Degree of Master of Business Administration ( SAP )
At
AMITY GLOBAL BUSINESS SCHOOL
LONDON
DECLARATION

I declare ,

(a)That the work presented for assessment in this Country Report, Amity SAP London is my own, that it has not previously been presented for another assessment and that my debts (for words, data, arguments and ideas) have been appropriately acknowledged

(b)That the work conforms to the guidelines for presentation and style set out in the relevant documentation.

Date : 25.11.2012 Abhinav Goyal

A0102211183

MBA – M & S Class of 2013

CERTIFICATE

I, Dr. Ashish S. Noel hereby certify that Abhinav Goyal student of Masters of Business Administration ( Study Abroad Programme ) – at Amity London Business School has completed the Project Report on-BRAND MANAGEMENT OF BURBERRY under my guidance.

Dr. Ashish S. Noel Department of Finance
Amity Business School

ACKNOWLEDGEMENTS

I am deeply obliged towards Dr. Ashish S. Noel , for his efforts enabling me to carry out the project work , to the best of my potential . He has been my biggest motivator, mentor , friend , guide and has always encouraged me to keep learning . I feel privileged to have completed the project work under his guidance with his continuous valuable inputs .

Abhinav Goyal
A0102211183
MBA - 2013

Table of Contents

INTRODUCTION
With its founding in 1856 , Thomas Burberry constructed his first outerwear garments for the sportsmen of Basingstoke, Burberry has become a well known luxury brand with a global business. The brand is known from its:

• British heritage
• Positioning within the luxury arena
• High Quality
• Trademark check and Prorsum horse logo
The brand is distinguished by:
• Multi category competetion
• Expertise in Distribution wholesale, e commerce and licensing • Global reach:
• A unified, passionate management team
Burberry in 2012 was named the 4th fastest growing brand by both Interbred and WPP, after Apple, Google and Amazon. It was in Interbrand’s ‘Top 100 Global Brands’ for the 3rd consecutive year, got the ‘Inspiring Luxury Loyalty’ award,. Brand momentum, marketing innovation and product excellence are the three strands it focused on . Brand momentum

Initiatives included in this momentum include:
Digital synchronization
Burberry.com or Burberry World enabled more consistent brand potioning across all customers Burberry World supported retail selling as a global inventory platform.

Brand integration
Discussions continued with the company’s fragrance and beauty partner, a potential new operating management for the business to unlock the brand’s potential in these new categories.

Marketing innovation
Burberry continued to expand its reach through innovative marketing, Burberry World
Burberry World organized a suite for content-rich experiences, attracting millions of visitors during the year. The runway show experience emerged on Burberry World, with Twitter and Instagram social feeds linking the brand’s virtual communities and 360-degree technology improving customers’ ability to see the collection online. Social media

Burberry continued improving its leading position on social media in luxury...
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