Teza de licenta - A Comprehensive Analysis of Burberry’s Rebranding Strategies; 1856-2014 - ID:02898 - Volum 59 pagini
Categoria : Marketing si Logistica
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Abstract .............................................................................................................................................. 2
Author’s Declaration ........................................................................................................................ 3
List of Tables ..................................................................................................................................... 6
List of Figures .................................................................................................................................... 6
Author’s Declaration ........................................................................................................................ 3
List of Tables ..................................................................................................................................... 6
List of Figures .................................................................................................................................... 6
1.1 Rebranding Strategies ................................................................................................................ 7
1.2 An Overview of Burberry ........................................................................................................... 8
1.3 Rebranding Strategies in Burberry ......................................................................................... 10
1.4 Justification of Study ................................................................................................................ 12
1.2 An Overview of Burberry ........................................................................................................... 8
1.3 Rebranding Strategies in Burberry ......................................................................................... 10
1.4 Justification of Study ................................................................................................................ 12
2 Literature Review ........................................................................................................................ 13
2.1 Rebranding Strategies .............................................................................................................. 13
2.1.1 Classifications of Rebranding Strategies ......................................................................... 14
2.1.2 Reasons for Engaging in Rebranding Strategies .............................................................. 16
2.1.3 Pros and Cons of Rebranding Strategies .......................................................................... 17
2.1.4 Factors and Issues to Be Examined When Considering Rebranding Strategies .............. 19
2.2 Rebranding Strategies and Positioning ................................................................................... 21
2.3 Conclusion ................................................................................................................................. 22
2.1 Rebranding Strategies .............................................................................................................. 13
2.1.1 Classifications of Rebranding Strategies ......................................................................... 14
2.1.2 Reasons for Engaging in Rebranding Strategies .............................................................. 16
2.1.3 Pros and Cons of Rebranding Strategies .......................................................................... 17
2.1.4 Factors and Issues to Be Examined When Considering Rebranding Strategies .............. 19
2.2 Rebranding Strategies and Positioning ................................................................................... 21
2.3 Conclusion ................................................................................................................................. 22
3 Methodology ................................................................................................................................. 24
3.1 Method ....................................................................................................................................... 24
3.2 Methodology .............................................................................................................................. 24
3.2 Methodology .............................................................................................................................. 24
4. A Case Study of Burberry’s Rebranding Strategies; 1856-2014 ............................................ 27
4.1 The Thomas Burberry Era; 1856-1997 ................................................................................... 27
4.1.1 The Initial Positioning ...................................................................................................... 27
4.1.2 The Rebranding Strategies ............................................................................................... 29
4.1.3 The New Position ............................................................................................................. 32
4.2 The Bravo Era; 1998-2006 ....................................................................................................... 33
4.2.1 The Need to Rebrand ....................................................................................................... 33
4.2.2 The Rebranding Strategies ............................................................................................... 33
4.2.3 The Results of the Rebranding Strategies ........................................................................ 38
4.3 The Ahrendts Era; 2006-2014 .................................................................................................. 40
4.3.1 The Need to Rebrand ....................................................................................................... 40
4.1 The Thomas Burberry Era; 1856-1997 ................................................................................... 27
4.1.1 The Initial Positioning ...................................................................................................... 27
4.1.2 The Rebranding Strategies ............................................................................................... 29
4.1.3 The New Position ............................................................................................................. 32
4.2 The Bravo Era; 1998-2006 ....................................................................................................... 33
4.2.1 The Need to Rebrand ....................................................................................................... 33
4.2.2 The Rebranding Strategies ............................................................................................... 33
4.2.3 The Results of the Rebranding Strategies ........................................................................ 38
4.3 The Ahrendts Era; 2006-2014 .................................................................................................. 40
4.3.1 The Need to Rebrand ....................................................................................................... 40
4.3.2 The Rebranding Strategies ............................................................................................... 40
4.3.3 The Results Attained ........................................................................................................ 44
4.4 Conclusion ................................................................................................................................. 45
4.4 Conclusion ................................................................................................................................. 45
5. Discussion .................................................................................................................................... 48
5.1 Summary of Findings / Implication for Businesses ................................................................ 48
5.2 Recommendation for Further Research ................................................................................. 51
5.1 Summary of Findings / Implication for Businesses ................................................................ 48
5.2 Recommendation for Further Research ................................................................................. 51
Bibliography .................................................................................................................................... 52
