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Essay / Research Paper Abstract
This 6 page paper looks at the different sources of competitive advantage in the luxury firm Burberry. The company, which competes using differentiation as its main source of competitive advantage, has a number of advantages including, but not limited to aspects such as brand value, internal design resources and the approaches to marketing. The paper examines the sources of competitive advantage and considers how they may be using the future. The bibliography cites 6 sources.
Page Count:
6 pages (~225 words per page)
File: TS14_TEburcompa.doc
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Unformatted sample text from the term paper:
Burberry in its current strong position. When looking at the strategic advantages be most apparent is the brand name, with a high level of brand recognition and the associations that
go with that brand. In may be argued that brand value is one of the most important strategic advantages, as it creates long-term associations that help to influence the way
in which purchase decisions are made, but it is also one of the most intangible aspects, difficult to measure in terms of value and impact (Kotler and Keller, 2008).
The associations with the Burberry brand are highly aligned to the values of the target market. The long history and the association with the
upper classes, as seen with the development of the officers trench coat designed during the First World War, and the outdoor activities that were often associated with individuals who had
a high level of resources. The brand benefits from this long-term history which gives the brand a feeling of tradition, and helps to prove long-term quality and durability of the
goods that they sell. Quality is important characteristic associated with the luxury market; however, quality is a little value unless it is not also accompanied by style. The brand also has
a number of logos and recognized styles that link in with the firm, traditions and quality, including the well-known Burberry check and the equestrian logo. It helps increase recognition of
the brand and perpetuate the positive associations which have been created, benefiting from the high level of brand recognition. The traditional hallmark checks have also been modified to bring them
up-to-date, with the new brighter designs, such as the Nova check and the Supernova check, and more recently the exploded check which is made up of metallic colours, such as
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