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|Scooped by Sophie Frakes|
I found this article clearly demonstrated that while good marketing communication can contribute to brand equity and help to establish brand image. In this case Burberry had not successfully communicated who the brand was and where the were positioned in the market. This was negatively impacting on their sales and they were trying to compete against compeitors such LVMH and PPR who were making more than 10 times their revenue. I think one of the key points raised by the author was that they were selling "a lot of stuff - something for everybody, but not much of it exclusive or compelling" Burberrys target market did not understand the brand and what it offered with the CEO even admitting "an experience in any given Burberry store in the world might be very different from the customer’s previous one." Burberry was transformed and benefited greatly from integrated marketing communication which allowed the brand to communicate a clear consistant message of what the brand was and where it was positioned in the market. This allowed for the development of brand equity and which translated directly to an increase in revenue.