The Brand Identity
burberry is marketed to is upper-class Men and Women. It provides styles that are very classic which appeals more to the middle-aged buyers.
Burberry is very well-known and successful with their accessories such as handbags, scarves, and hats; as well as their clothing. When I think of
burberry I think classic, expensive, and I think of plaid.
Burberry consist of neutral colors and simple styles. The brand colors signify a unique,
identifiable look. The colors can be recognized by almost any age group. Even something that resembles the
burberry colors or the signature plaid, triggers thoughts of the brand in customers mind.
Core Identity:- Product Thrust: Sophisticated Casual Clothing, Handbags, and accessories.
- User Profile: Men and Women from the ages of mid-20s to late-50s with a higher Income.
- Product Quality: high-end
- Country of Origin: China
Extended Identity:
- Brand Personality: Sophisticated, classic
- Basis for Relationship: Being associated with high income customers
- Logo: Equestrian Knight
- Endorsers: Celebrity models
Brand Value Proposition:
- Functional Benefits: Sophisticated casual
- Emotional Benefits: feeling confident while wearing casual clothing
1 comment:
This is probably the closest anyone has come to working on this assignment. Well done. However, there are a few thoughts:
The country of origin for Burberry's is UK. If their country of origin was China - no one would care so much about the product. Yes, their products are made in china but the brand is English. Burberry stands for old rich. It stands for people who have money today who try to emulate the old rich and therefore buy Burberry - as if it will get them in the elite society.
So this changes their emotional benefits. For people who are old rich - its a feeling of comfort and dependability. Something like an old friend their family has had around for generations.
For the upcoming - Burberry's is an aspirational brand. Something that makes them feel like they have arrived.
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