Thomas Burberry founded the Burberry brand in 1856 in Britain. In 1900, Burberry launched its famous check pattern trademark. Burberry Brit, a fragrance line, features packaging in the trademark check and uses natural ingredients to create an elegant scent appealing to a youthful British lifestyle. Sales grew significantly from 1997 to 1999 as the brand expanded globally.

1. USP
BRAND NAME
BURBERRY

2. Founded by
Thomas Burberry
In 1856.
He was 21yrs old.

3. USP
Brand Logo
Launched in 1900

4. USP Brand Image
• Burberry’s famous beige, black, red and white
check also known as the Heymarket Check…
… has been a registered trademark since 1920

5. USP
Brand’s Product Name
BURBERRY BRIT

6. Features of Product
• Bottle and lid square smoked glass
• Glass bottle and packaging made up of the trademark Burberry
check
• A small paper label with a wax seal.
• Sold by the ounce in a range of sizes and weightsold in ounces (oz)
• Ingredients: a blend of Italian lime, pear, green almonds, Magnolia, Neroli,
Blackcurrant, tonka beans, Bergamot, Pink Orris, Amber, Vanilla Musk, Benzoin
Sandalwood,.

7. How features benefits consumer
(offers a lifestyle)
• Enhances the feeling of elegance, opulence
eccentricity, youth and vibrancy.
• The product has ingredients that are soothing
to the senses.
• The ‘Brit girl’ embodies the playful British
spirit of individuality. She's outrageous, but
always charming and unpredictably sexy.
Source Burberry Brit campaign leaflet

8. Quantitative Data
SALES & PROFIT
(This would be better as a graph or chart!)
• 1997, Burberry had sales of about £250m and
made profits of around £25m.
• After 1999 they had sales of £670m, and
profits of £134m.
Source:
www.marketingritson.com/documents/week5thetwofa
cesofburberry211006250809852.pdf

9. BURBERRY
Advertising Strategies
Guardian Headline May 2004
• Burberry hopes Brit brand can win over
shoppers worldwide
• Fashion chain trades on its Britishness to
capture growing far eastern market
Source www:

10. Burberry Brit, Covent Garden

11. Guardian Headline
• Burberry hopes Brit brand can
win over shoppers worldwide
• Fashion chain trades on its
Britishness to capture
growing far eastern market
by Zoe Wood guardian.co.uk, Friday 13 May 2011 19.29 BST

12. Rivals
GUCCI

13. Sources
• www.burberry.com/en-row/#/en-
row/fragrances/burberrybrit/forwomenmen
• www.brandchannel.com/features_webwatch.asp?ww_id=186 :Burberry
Pretty in plaid by Vivian Manning-Schaffel July 26, 2004 issue
• www.wikipedia.com
• www.burberry.com/en-row/#/en-
row/fragrances/burberrybrit/forwomenmen?sub=/fragrance
• The Guardian Laura Barton and Nils Pratley examine an improbable
success story Thursday April 15, 2004
• guardian.co.uk, Friday 13 May 2011 19.29 BST Zoe Wood

14. Tumblr links to
Burberry adverts on Youtube
• http://www.youtube.com/watch?v=bD6cKGd
GVy8
• http://www.youtube.com/watch?v=GT1odqV
_BeA
Useful sources

15. Example of a student’s annotation of
Burberry print advert
Source: http://cridly.wordpress.com/2011/03/06/burberry-advert/

16. An example of one student’s
annotation of a Burberry print
Who is the target audience?
• The target audience for this advert is a little older than the other
advert, perhaps early twenties to late thirties but still aimed at
British consumers as indicated by the color and fashion as well as
the song which is ‘Got Nuts From A Hippy’ by The Fratellis, a
Ma
british band.
• I think this advert applies to both sexes but maybe more towards
women than men. The reason for this being that with fragrance
adverts, the target audience is often featured in the adverts
so, because the dancer is female, the target audience is probably
female.
• it also seems to me that the woman is lively and fun as well as
looking cool, I think this implies the idea that women can be like
this if they were to purchase the product. The voice at the end is
also a woman’s.
Source: http://cridly.wordpress.com/2011/03/06/burberry-advert/

17. Analysing Burberry Slogan
• There isn’t a slogan as such other than
• “Fragrance for women and men” but the lack
of a slogan actually adds to the overall aloof
coolness of the poster, as if to say “It speaks
for itself
Source: http://cridly.wordpress.com/2011/03/06/burberry-advert/