Burberry, a name synonymous with British heritage and luxury, boasts a history spanning over a century. This article serves as a comprehensive case study examining the evolution of Burberry's branding strategies and the resulting image, both positive and negative, reflected in its advertising campaigns across this extensive timeframe. We will explore the brand's triumphs and tribulations, analyzing its initial branding successes, subsequent image problems, logo controversies, the necessity for and execution of a rebranding strategy, and the challenges faced even during this transformative period.
Burberry Case Study: A Legacy of Innovation and Adaptation
Founded in 1856 by Thomas Burberry, the company initially focused on practical, high-quality outerwear, particularly the iconic gabardine fabric, which provided unparalleled protection against the elements. This early focus established a foundation of craftsmanship and innovation that would become central to the brand's identity. The early 20th century saw Burberry's association with exploration and adventure, solidifying its image as a purveyor of durable and stylish garments suitable for both practical and aspirational purposes. The brand's association with the military, particularly through the trench coat's adoption by officers during World War I, further cemented this image of reliability and resilience. This early branding, largely implicit through product quality and functional design, laid the groundwork for future, more explicitly communicated marketing strategies.
Burberry Branding Strategies: From Heritage to Modernity
Burberry's initial branding was largely implicit, relying on the quality of its products and their association with prestigious figures and events. However, as the brand evolved, it adopted more explicit branding strategies. Throughout much of the 20th century, Burberry's advertising focused on showcasing the quality and durability of its garments, often featuring imagery of outdoor activities and individuals embodying strength and sophistication. This emphasis on heritage and tradition was a key component of the brand's identity, connecting its products to a sense of timeless elegance and Britishness. The brand effectively leveraged its history and legacy to build a strong sense of brand equity.
However, as consumer preferences shifted, Burberry needed to adapt its branding strategies. The late 20th and early 21st centuries saw the brand grapple with issues of brand perception, particularly the association with a certain type of consumer that did not align with the brand's aspirational goals. This led to a period of significant rebranding efforts.
Burberry's Image Problems: The Chameleon Effect and Brand Dilution
Despite its strong heritage, Burberry faced significant image problems throughout its history. One of the most significant challenges was the brand's association with certain subcultures, particularly in the 1990s and early 2000s. The iconic Burberry check pattern, once a symbol of quality and heritage, became associated with hooliganism and chav culture in certain parts of the UK, leading to a significant devaluation of the brand's image. This "chameleon effect," where a brand's symbol shifts in meaning depending on the context and consumer group, highlighted the vulnerability of relying solely on a heritage-based approach to branding. The brand became diluted, losing its exclusivity and prestige. This negative association threatened to undermine years of careful brand building.
This image problem wasn't solely confined to the UK. The widespread counterfeiting of Burberry products further eroded the brand's perceived value and authenticity. The proliferation of cheap imitations diluted the brand's exclusivity and contributed to the overall perception of a decline in quality and prestige.
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