Discuss most relevant ethical issues that burberry consider

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Reference no: EM133202660 , Length: Wrod Count: 2000 words.

Assignment

Read the case study on Burberry.

BURBERRY: A global luxury brand with international expansion.

Burberry is a global luxury brand that was established in 1856 by Thomas Burberry. It focuses on creating luxury clothing, accessories, fragrance and beauty products mainly for hedonic consumption. Based on the information from the company's website, Burberry opened its first store in London, establishing in this way its brand identity as an iconic and luxury brand with international presence. In 2011 Burberry expanded into e-commerce activities with the launch of its new website in over 40 countries. In one of the company's statements, Burberry indicates that they have transformed their business, revitalised their brand image, and updated their product offerings and promotional activities. The company values two important resources: Its customers and its brand. Burberry's website states that:

CUSTOMER

"Our customers are critical to our success, and we invest in our relationship with them to understand their needs and desires. We aim to inspire and excite our customers with luxury products that are beautifully designed and made to last. We strive to provide outstanding customer service and we place the highest importance on our customers' safety, welfare and respect, from their enjoyment of our products to their engagement with our brand".

BRAND

"Our brand is unique, grounded in our heritage and the principles of our founder Thomas Burberry. We want to be recognised for being purposeful and values-driven; committed to doing the right thing; an outerwear pioneer with a uniquely British perspective; a true luxury fashion house, with a relentless focus on quality and craft, and a beacon of creativity, imagination and innovation. Our ambition is to excite and inspire the Fashion Vanguard, fostering a strong Burberry community. We will strengthen the emotional connection with purposeful, authentic luxury storytelling, while leveraging our strong network of communities and influencers to amplify our brand. Above all, we will maintain a firm focus on our purpose in order to differentiate

Task

I. Discuss the most relevant ethical issues that Burberry should consider in planning its advertising campaigns to consumers. Discuss how these ethical issues might be perceived differently by different customers.

II. Propose appropriate sales promotion tactics to enhance Burberry's brand loyalty and brand image. Critically justify your choice drawing from the benefit/congruency model.

III. Burberry wants to create an advertising campaign to increase the sales of its trench coat. Which advertising model (i.e., Sales Promotion, Involvement Model, Persuasion Model and Salience Model) would you recommend and why?

IV. Drawing from various creative appeals and executional frameworks (discussed in lectures and seminars), propose an advertising campaign for Burberry to promote its newly designed trench coat.

Reference no: EM133202660

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