Brand extension for Burberry Final Presentation

Jacob Sarradet, Yufei Wang, Yuxian Wang, & Ying Shen FASH-763 | Prof. Alessandro Cannata

9102 ,72 YAM

BURBERRY BRAND EXTENSION FINAL PROGRESS REPORT

MARKETING ASSETS

BEHIND THE SCENES

BEHIND THE SCENES

FILM

OTHER MEDIA

MAGAZINE

BILLBOARD

SHOP THE COLLECTION

WATCH THE FILM

PLANTI CORNER

Campaign Tracking

Continuous Tracking

Techniques & Timing

More reliable Gives more insights of the effectiveness of the ads Media synergy

Time: Before launch to Sept. 14 Record every two weeks

Brand Awareness One of the communication objectives

Purchase Intention Sale is the end goal Are people associating Equestrian wear with Burberry

AD DIAGNOSTICS

Brand Consideration Recognize the competitors Improve positioning strategies

AD Recall Measures how effective the ad is comparing with competitors'

AD recognition Measures how well branded the ad is.

AD DIAGNOSTICS

Message Take-out and Image Tracking Communication objectives

Interviews Focus groups Impressions on social media Likes and comments

Metrix

LAUNCHING THE CAMPAIGN

SNAPCHAT BEHIND THE SCENE VIDEOS

INSTAGRAM BURBERRY_FASH763

For the brand: Burberry has been on an extraordinary journey over the last 163 years, from outfitting explorers more than a century ago to becoming one of the world’s most valuable global luxury brands with a distinctive, British point of view. In 2020 spring and summer, Burberry will launch The Pursuit collection, it is responding to a changing market in which the luxury consumer now “demands innovation, curation, and excitement.” The Pursuit collection reinforces the company’s culture and values through more energetic elements while continuing to highlight the brand’s classic elegance.

EXECUTIVE SUMMARY

For our team: We are proud to present our collection The Pursuit. Every member of the team learned invaluable lessons and faced new challenges that ultimately provided us with unforgettable experiences. The team’s communication, planning, execution, and time management skills were exercised in a harmonic dance that is represented in the quality of our work. Thank you very much, participating in this course has brought us numerous meaningful results.

EXECUTIVE SUMMARY

THANK YOU