Brand Identity and USP
Brand Identity is controlled by an organisation
Burberry also established it self as a digitally
internally and it is what the company wants
advanced brand by building a well-managed
consumers to perceive. In order to develop a
website and offering digital experiences in store
strong and compelling brand identity, the outward
(Burberry plc, 2019).
expression of the brand should be consistent and congruent (Posner, 2011).
However, the brand had suffered from several identity crises as there was a gap between brand
Burberry has builded an authentic British heritage
identity and image. For example, Burberry grained
primarily through its iconic trench coat, Burberry
the wrong kind of consumer’s attention where
check and The “Equestrian Knight” Logo, which are
they purchased counterfeit products rather than
also the USPs for the brand. The brand’s trademark
the originals (Posner, 2011). Moreover, some
has offered an assurance of product quality and
consumers formed a negative brand image as the
durability in the customers’ mind. People would
distinctive Burberry check was associated with the
usually associate Burberry’s style with clean,
‘chav’ cultural and football hooligans (Bothwell,
timeless
2005). ‘Chavs’ are individuals with low-income but
and
sophisticate
design.
Currently,
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