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Burberry Case Study

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4. Brand Equity

It could be said that Burberry has been building its brand equity since the creation of the brand in 1856. However, it was only in 2006 that its strategy towards the consumer changed and with that its brand equity changed. Burberry developed a customer-based brand equity (CBBE). CBBE approaches brand equity from the perspective of the consumer, what they had learned, felt, seen and heard about the brand. According to Keller, “the power of the a brand lies in what resides in the minds of the customers”. (Keller, Apéria & Georgson, 2012, p. 54)

By focusing on the millennials, Burberry could develop a new customer based brand equity (CBBE) as their target would grow and become loyal to the brand. With the millennials ,Burberry could mold their marketing strategy around teaching them about the brand (brand knowledge), learning the differences in consumers response (differential effect) and finding out the perception, preferences, and behavior related to all aspects of the marketing (consumer response to marketing).

The company started repositioning its brand by redeveloping their value, erasing the negative awareness that Burberry was having and strengthening the positives associations and attitudes that could be used for its benefit.

4.1 Product Burberry took drastic measures to reposition its product. Focusing on the core of the brand made the product mix to be renewed with almost 75% of the products being removed from sale and ranges to be completely

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