Question

The centralized brand management that happened under the watch of Angela Ahrendts was a strategic move that resulted in a better brand equity. Is this a move that should remain a staple of the company's brand strategy, or what decisions/strategies should Burberry be making moving forward?

Answer 1

Buurberry should define new marketing mix in order to enhance company's brand strategy-

Product: Boost sales of handbags, belts, accessories - product whose sales are less cyclical than clothings.

Price: "affordable luxury" is central to value proposition

Place: Intends to open more independent stores in key cities including NY and HK. Such locations generate more than half the company's revenue and profit

Promotion: Roll out new logo. Use social media and project to provide exposure for emerging music talent.