Presented by: Anika Chandra PGDM 2011-13 Roll no.

106

Corporate Identity
1901 The Equestrian Knight trademark appeared for the first time. Latin word `Prorsum`, meaning forwards referred to Burberrys innovative fabrics and styles.

Corporate Identity Cont.

The armour signifies the protection afforded by the outerwear, the Chivalry of Knighthood reflects the companys own standards of integrity. It was later used for a broad variety of accessories and clothes and became more symbolic as the actual logo.

Check pattern of camel, black, red, and white plaid design a registered trademark.
Breathable and weatherproof fabric gabardine.

Organizational Identity
Britishness Authentic outerwear heritage Historic icons: the trench coat, trademark check and Prorsum knight logo. Innovation and intuition

A brand symbol of both luxury and durability.

Company image transformed from a tired outerwear manufacturer into a luxury lifestyle brand.

Brand Management
Burberry operates under 4 brands:

Burberry Prorsum
Burberry London

Burberry Brit
Burberry Sport Burberry Black Label, men (in Japan & Hong Kong, 2011 only) Burberry Blue Label, ladies (in Japan & Hong Kong, 2011 only)

Brand Management Cont.

Product and design development Celebrity Endorsement (Kate Moss, Agyness Deyn, Jourdan

Dunn and Lily Donaldson)

A sophisticated digital strategy(Youtube channel,Facebook fanpage,Twitter Account) Reduced Exposure: Limited Advertising More Selective Distribution Multi-category competency: non-apparel, women's wear, menswear and children's wear Global reach and balance: across core regions and emerging markets New testimonial: Emma Watson is appealing to young, but upscale target group.

Corporate Reputation
High quality British clothing Endurance and Functionality

High-end fashion accessories of a wide range flavours

High Priced

Strong International Recognition

Class and Sophistication

Thank You