Burberry Brand Management

Brand Planning

Brand Elements

a) Logo:

Burberry’s Equestrian knight logo was developed in 1904. The Latin word “Prosrum” means ‘forwards’ and is the registered trademark of the brand. The Burberry logo embodies an equestrian carrying a shield. While the shield depicts protection, the equestrian is a symbol of pride, purity and grandeur. The black color in the Burberry logo represents elegance, strength and durability of the company’s products.

b) Checks:

The iconic Burberry check was created in the 1920s as a lining in its trench coats. During WW2, Burberry continued to supply high quality gabardines to servicemen in all branches of the services, and was awarded the Royal Warrant from her Majesty the Queen in 1955.

c) Burberry Trench coats:

Burberry created the modern day “trench coat” when it was commissioned by the War office in 1914 to adapt its officer’s coat to suit the conditions of British contemporary warfare.

WORD ASSOCIATION MAP

This is the association map showing what consumers think of when they think of the Burberry brand. These words are a compilation of our own associations of Burberry, our casual survey among our friends and family, as well as our research on what people are saying about Burberry on online communities and forums. Words that are relatively larger in size have been mentioned more frequently by consumers and hence greater in association strength. These include “Emma Watson”, “Checks”, “Expensive”, “British”, “Trench”, “Bags”, “Classy” and “Beige”. Other interesting medium-sized words to take note of include “Boring”, “Elite” and “Branded”.

Brand Pyramid

Salience

Burberry seems to have a moderate brand salience. It has high brand name recognition, but scores lowly in brand recall and brand logo recognition. Several strong, favorable and unique brand associations include “Checks”, “Trench”, “British”, “Bags” and “Beige”. Burberry also has strong product category membership in the outerwear and...