Jacob Sarradet, Yufei Wang, Yuxian Wang, & Ying Shen FASH-763 | Prof. Alessandro Cannata
9102 ,72 YAM
BURBERRY BRAND EXTENSION FINAL PROGRESS REPORT
MARKETING ASSETS
BEHIND THE SCENES
BEHIND THE SCENES
FILM
OTHER MEDIA
MAGAZINE
BILLBOARD
SHOP THE COLLECTION
WATCH THE FILM
PLANTI CORNER
Campaign Tracking
Continuous Tracking
Techniques & Timing
More reliable Gives more insights of the effectiveness of the ads Media synergy
Time: Before launch to Sept. 14 Record every two weeks
Brand Awareness One of the communication objectives
Purchase Intention Sale is the end goal Are people associating Equestrian wear with Burberry
AD DIAGNOSTICS
Brand Consideration Recognize the competitors Improve positioning strategies
AD Recall Measures how effective the ad is comparing with competitors'
AD recognition Measures how well branded the ad is.
AD DIAGNOSTICS
Message Take-out and Image Tracking Communication objectives
Interviews Focus groups Impressions on social media Likes and comments
Metrix
LAUNCHING THE CAMPAIGN
SNAPCHAT BEHIND THE SCENE VIDEOS
INSTAGRAM BURBERRY_FASH763
For the brand: Burberry has been on an extraordinary journey over the last 163 years, from outfitting explorers more than a century ago to becoming one of the world’s most valuable global luxury brands with a distinctive, British point of view. In 2020 spring and summer, Burberry will launch The Pursuit collection, it is responding to a changing market in which the luxury consumer now “demands innovation, curation, and excitement.” The Pursuit collection reinforces the company’s culture and values through more energetic elements while continuing to highlight the brand’s classic elegance.
EXECUTIVE SUMMARY
For our team: We are proud to present our collection The Pursuit. Every member of the team learned invaluable lessons and faced new challenges that ultimately provided us with unforgettable experiences. The team’s communication, planning, execution, and time management skills were exercised in a harmonic dance that is represented in the quality of our work. Thank you very much, participating in this course has brought us numerous meaningful results.
EXECUTIVE SUMMARY
THANK YOU