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 Burberry’s innovative fabrics and styles.

Corporate Identity Cont.

The armour signifies the protection afforded by the outerwear, the “Chivalry of Knighthood” reflects the company’s 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 IdentityBritishness

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 DistributionMulti-category competency: non-apparel, women's

wear, menswear and children's wearGlobal reach and balance: across core regions and

emerging marketsNew 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