With the leadership of Angela Ahrendts and Christopher Bailey, Burberry brand’s

Question

With the leadership of Angela Ahrendts and Christopher Bailey, Burberry brand’s iconic check pattern became less of a marketing focus than even before. What role in design and marketing should the Burberry check pattern play in the future? Does the target market matter in this decision?
With the leadership of Angela Ahrendts and Christopher Bailey, Burberry brand’s iconic check pattern became less of a marketing focus than even before. What role in design and marketing should the Burberry check pattern play in the future? Does the target market matter in this decision?

Explanation / Answer

Burberry brand’s iconic check pattern has been patented by Burberry brand. There has been lot of brand value dilution due to excessive licensing deal and many substitute products copying the check pattern of Burberry brand. Hence the iconic check pattern become less of marketing focus and more of protecting the brand value. The leadership team has worked hard to retain it Trademark check pattern and has been seriously involved in protecting counterfeit and infringement of the pattern. In future, Burberry brand should create products that can be afforded by major section of the society and walked in improving its design and marketing strategy. Create unique products involving the check pattern to attract more customers and maintaining the loyalty of current customers. Yes, target market matters in the decision. As need for the product is created by the target market. By identifying the need of the target market and the current fashion trend, both the factors can be integrated in order to produce distinct product line which would add value to the Burberry brand.

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