Burberry Brand Positioning Strategy

“I am proud of anybody who can make it that long in a world full of different things happening. The brand should be proud of this and they are an inspiration to me to one day be this big.” The

The assortment of products allows Vera Bradley customers to purchase often for not only themselves but for family and friends, which allows them to become loyal customers. Quality is crucial for creating lasting, loyal customers, which Vera Bradley has successfully done by combining consumer needs with great designs. With that kind of quality the company is able to take advantage on creating fashionable products that last. It also gives them an edge in competitive advantage to other department stores that are not able to keep up the pace with trendy specialty companies like Vera Bradley. Keeping an eye on fashion trends as well as new style appeals to the company’s target market allows the company to consumers that keep coming

• Innovation and Leadership: Carla has demonstrated herself

She quickly became a major success bringing Burberry out from the dust and into the light of their new golden

On your next hunt you want that next big catch or the best trained dog of all your friends. That is what SportDOG brand name is attempting to build. Describe the impact on management from proposed changes in a product's promotion strategies If SportDOG attempts to make a jump or move into different strategies or target areas they must be careful not to alienate their core values. Growth doesn’t always mean better for some companies.

For the brand name I have decided that there are a few different things that could be changed and added that would better represent the kind of business that Bravo is. The first change that I would propose is that the colors of the logo to better appeal to the target that I proposed earlier in the paper. The current logo is a lime green on a light blue, I believe that this current color scheme make the company feel more like an arts academy for children. I propose that Purple and Gold are a color scheme that would be better suited to appeal towards children and adults. These colors evoke emotions of sophistication, wealth, utility, and royalty.

7 nars canada 10 Store of nars in canada blank blank NARS Cosmetics is a French make-ups and skin care firm originated by make-up artist and photographer François Nars. The make-ups line began with twelve lipsticks vended at Barneys New York. In Canada NARS can be found in the department store Holt Renfrew along with Sephora and The Bay. "Store Name: THE BAY RIDEAU CENTRE About: Hudson's Bay all star brand lineup signifies the largest selection of any department store.

Lancôme immediately creates an association with Paris and happiness. It further positions itself as an award winning luxury brand. With brand ambassadors who aim to embody the vision of the brand, it clearly delivers a message that the range of products involved caters to the ‘elite’ economic strata of the society. Alike L’Oreal Paris, Lancôme too would have to adopt a strategy that develops a good customer lifetime value. c.

With exclusive distribution and prestige pricing, Burberry prosum aimed to compete with Prada in the high-end market, as they also have minimalist design runway and couture style products. Burberry Brit also a line under Burberry provides casual wear. With wide distribution and accessible pricing, Burberry Brit competed with Polo Ralph Lauren in teenage market, as they also target younger customers. Burberry uses premium pricing strategy to sell its products. To keep the image of a luxury brand, Burberry does not compete directly on price in its marketing mix with its competitors but product design, durability and perception.

It has diversified out of lingerie to host lots of other products. Of course, its products range from Victoria’s secret shoes, lotions, fragrance to victoria secret phone case and victoria secret travel bags in addition to several other products. But, Victoria’s Secret shoes and lotions have become popular amongst them. Victoria’s Secret shoes have received a place for itself as a mark of style as well as quality, since these shoes are really a combination of both style and

2 LITERATURE REVIEW Several studies have been made on the branding of Institution especially, higher Institutions which includes Universities, Colleges and Business Schools. The importance of branding is well recognised in the branding literature. This chapter starts with a definition of key words in order to understand the terms of discussion and theoretical concepts relevant the research topic. The key words includes strategic positioning, brands, branding, business school, corporate branding, brand image and reputation and brand strategy, stakeholders.

The company’s logo and monogram being seen on their products is something which is easily recognized by every customer. It is not only well known but has a rich history. Louis Vuitton is known globally and has a strong image in Singapore, China, Hong Kong and Japan which are leading financial hubs and individuals with high net worth. Largest luxury brand with exclusivity Traditional craftsmanship is not compromised by Louis Vuitton as these products are made to fine details and of exquisite material, discount and promotion does not happen and defective products are disposed immediately as written in their policy. Louis Vuitton products are highly priced due to superior quality, degree of scarcity and exclusivity.

Strategic marketing is a broad and practical subject which included the concept of marketing subjects of previous semesters such as business marketing. The study of this subject has contributed to marketing knowledge in many ways, as well as it has strengthened my skills in application of marketing concepts. My knowledge was increased that I was able to develop a complete strategic marketing plan of not only on the part of marketing analysis or strategy of a product or service, but also the whole corporate plan. My skills and capabilities that were developed and integrated during lectures and tutorials include the analytical skills, coordination skills, presentation skills, organization skills, etc.

The globalization process has lead to shorten of this production cycle across the entire fashion industry to just two weeks. The “on-trend” clothes that were at one point of time only available to thin rich urban fashionistas are now available to a wider audience at a lesser and more affordable price. Death rate of fashion has increased as a result of the changes in the lifestyle and the society. The society has become more accessible and people are now looking for a change. And this change was marked by the introduction of “Fast Fashion”.

Bhardwaj and Fairhurst (2010) point out that in the late 1980’s, retailers used to predict what the fashion trends would be long before they were made public, which allowed them to manufacture the clothing items in advance. This was a phenomenon known as “ready-to-wear” fashion (Bhardwaj & Fairhurst. 2010:165). Ready-to-wear fashion was one of the many practices of the earlier fashion industry. Another example of the past practices of the fashion industry was the production of