USPBRAND NAME

BURBERRY

Founded by

Thomas Burberry

In 1856. He was 21yrs old.

USPBrand Logo

Launched in 1900

USP Brand Image

• Burberry’s famous beige, black, red and white check also known as the Heymarket Check…

… has been a registered trademark since 1920

USP Brand’s Product Name

BURBERRY BRIT

Features of Product• Bottle and lid square smoked glass• Glass bottle and packaging made up of the trademark Burberry

check

• A small paper label with a wax seal.• Sold by the ounce in a range of sizes and weightsold in ounces (oz)• Ingredients: a blend of Italian lime, pear, green almonds, Magnolia, Neroli,

Blackcurrant, tonka beans, Bergamot, Pink Orris, Amber, Vanilla Musk, Benzoin Sandalwood,.

How features benefits consumer(offers a lifestyle)

• Enhances the feeling of elegance, opulence eccentricity, youth and vibrancy.

• The product has ingredients that are soothing to the senses.

• The ‘Brit girl’ embodies the playful British spirit of individuality. She's outrageous, but always charming and unpredictably sexy.

Source Burberry Brit campaign leaflet

Quantitative DataSALES & PROFIT

(This would be better as a graph or chart!)

• 1997, Burberry had sales of about £250m and made profits of around £25m.

• After 1999 they had sales of £670m, and profits of £134m.

Source: www.marketingritson.com/documents/week5thetwofacesofburberry211006250809852.pdf

BURBERRY Advertising Strategies

Guardian Headline May 2004• Burberry hopes Brit brand can win over

shoppers worldwide• Fashion chain trades on its Britishness to

capture growing far eastern market

Source www:

Burberry Brit, Covent Garden

Guardian Headline

• Burberry hopes Brit brand can win over shoppers worldwide

• Fashion chain trades on its Britishness to capture growing far eastern market

by Zoe Wood guardian.co.uk, Friday 13 May 2011 19.29 BST

Rivals

G U C C I

Sources• www.burberry.com/en-row/#/en-row/fragrances/burberrybrit/forwomen

men• www.brandchannel.com/features_webwatch.asp?ww_id=186 :Burberry

Pretty in plaid by Vivian Manning-Schaffel July 26, 2004 issue • www.wikipedia.com• www.burberry.com/en-row/#/en-row/fragrances/burberrybrit/forwomen

men?sub=/fragrance

• The Guardian Laura Barton and Nils Pratley examine an improbable success story Thursday April 15, 2004

• guardian.co.uk, Friday 13 May 2011 19.29 BST Zoe Wood

Tumblr links to Burberry adverts on Youtube

• http://www.youtube.com/watch?v=bD6cKGdGVy8

• http://www.youtube.com/watch?v=GT1odqV_BeA

Useful sources

Example of a student’s annotation of Burberry print advert

Source: http://cridly.wordpress.com/2011/03/06/burberry-advert/

An example of one student’s annotation of a Burberry print

Who is the target audience?• The target audience for this advert is a little older than the other

advert, perhaps early twenties to late thirties but still aimed at British consumers as indicated by the color and fashion as well as the song which is ‘Got Ma Nuts From A Hippy’ by The Fratellis, a british band.

• I think this advert applies to both sexes but maybe more towards women than men. The reason for this being that with fragrance adverts, the target audience is often featured in the adverts so, because the dancer is female, the target audience is probably female.

• it also seems to me that the woman is lively and fun as well as looking cool, I think this implies the idea that women can be like this if they were to purchase the product. The voice at the end is also a woman’s.

Source: http://cridly.wordpress.com/2011/03/06/burberry-advert/

Analysing Burberry Slogan

• There isn’t a slogan as such other than • “Fragrance for women and men” but the lack

of a slogan actually adds to the overall aloof coolness of the poster, as if to say “It speaks for itself

Source: http://cridly.wordpress.com/2011/03/06/burberry-advert/