(TASK: Develop a Marketing Communications plan in relation to a marketing problem /

oppertunity that you identify.)

Reinventing Negative Brand

Image : Burberry

Title Page Number

Executive Summary........................................................................

Context Analysis.............................................................................
History and Overview....................................................
SWOT Analysis............................................................
PEST Analysis..............................................................
Burberry and Self Completion.......................................... Promotional
Economical
In today’s economy, especially in the aftermath of the recession, people have less disposable income, and are therefore are less likely to purchase luxury items such as expensive clothes.
Social
The social factor affecting Burberry most is the stigma that the Burberry check carries. The fact that the pattern has been branded chavvy means that in the fashion world, the check is looked down upon. Because of this, people tend to stick with Burberry items that do not carry this classic pattern.
Burberry and Self-Completion
The symbolic self-completion theory, as defined by Solomon (2010) tells us that a person with “an incomplete self-definition in some context will compensate by acquiring symbols associated with a desired social identity”.
This also works in the opposite direction. If a person does not view themselves as being a ‘chav’, they will not acquire a piece of clothing that is covered in the Burberry check if it is seen as being associated with that class of person. The sales of Burberry will therefore take a plummet regardless of the consumer’s wealth or class.

Promotional Objectives
An objective is a statement of something we can measure. They need to be ‘SMART’, as suggested by Blythe (2001). Specific – not open to misinterpretation Measurable – a way of knowing when the objective is completed is needed Achievable – within