Burberry Case Study

KFC and Burberry brand revitalization.

It is often said that the business will have to develop its marketing strategy whether small, medium or large business because of the growing marketing and competitive business increased rapidly. Therefore, don’t be surprised if the business has failed and successful. The successful business around the worlds which are KFC and Burberry. Those are interesting marketing strategy because of the challenged of the marketing with a long time, experiencing the issue failed and band revitalization of marketing strategy. The main objective of this report studies brand revitalization between KFC and Burberry. How KFC and Burberry were able to revitalization its brand. In this report to divide into three main sections,

Its luxury brand fashion from England. That has a problem the chav attack but become successful again which communication strategy to change the brand image thought digital media. It is Burberry, many believe, which is setting the agenda for luxury brands as they turn to digital to supplement offline sales, develop revenue streams, broaden their reach and appeal to a new generation of younger, affluent consumers (M. Phan et al., cited in New Media Age, 2010). There use online marketing strategy to promote their product through social media such as Facebook, Twitter and YouTube. Burberry was ranked the most popular FTSE100 Company on Facebook and Twitter, according to a report by social media agency Three-D in 2011(M. Phan et al., cited in Retail Week, 2011). But in the 2000’s Burberry has a problem the chav attack. That impact customer avoided buying it and that impact the Burberry companies nearly bankrupt. The chavs is young people that has characterized by brash, loutish and anti-social behavior. The hype did not even yield growing sales for Burberry as most of its low-income fans were satisfied with counterfeited products (M. Phan et al., cited in Power & Hauge, 2008). But Burberry become successful again. An essential part of the brand revitalization was an aggressive communication strategy to change the brand image. Advertising campaigns were shot by Mario Testing, one of the world’s most celebrated fashion photographers, and pictured

That marketing increases rapidly show great marketing strategy in the brand revitalization. The brand values that helped make this happen included an emphasis on the chicken taste and that is family become first targets and youths second target. The marketing strategy use communications promote their product such as Advertising, In-store communications, In-store experience and other channels. Burberry becomes successful again after failed because of the brand revitalization was an aggressive communication strategy to change the brand image and use mass-media to advertising their product. That make customer easy to approach their product through social media. However, KFC and Burberry are both examples of successful brand revitalization and this show their marketing challenge that returns to success