Applied Brand Management Memo
The case video is Burberry. The case study is about how Burberry, the 160-year old British luxury brand rescued its brand from image problems due to negative brand associations with the chavs. The goal of this case is to learn some ideas on how to manage brands over time, especially in times of brand trouble and image crisis.
First watch https://www.youtube.com/watch?v=tTl8WhWXdoI (Burberry History)
Then watch https://www.youtube.com/watch?v=ugNeWkeGYm8 (The Chavs), https://www.youtube.com/watch?v=UuIak2E1qdA (Burberry and the chavs)
Then watch the video below on how Burberry revitalized/repositioned the brand away from chav association https://www.youtube.com/watch?v=krQG2Hceov4 Repositioning Burberry
Also, I’ve attached the relevant lecture material to help with theoretical learning
The following is requested for the memo
Assuming you are the brand manager for Louis Vuitton, write a memo to the CEO based on this case. In your memo:
a) note one key learning you gained from watching the Burberry video case and
b) offer one recommendation to the CEO to adopt for Luis Vuitton based on that learning
DON’T’s
Don’t use obvious learnings discussed in class as your learning
Don’t summarise case as a learning
Don’t discuss unrelated points
Don’t copy and paste recommendations from the case as your recommendations. Just because it worked for the brand in the case doesn’t mean it will work with your brand.
DO’s
Justify your learnings and recommendations
Provide concrete recommendations with actionable plans (tactics); better to have one detailed recommendation than many cursory recommendations.
Always link your recommendation(s) to your learning; it is a requirement of the case question
When coming up with learnings and recommendations, always think, why is this useful?
Use branding concepts and learnings from the lectures to frame your case learnings and recommendations
As much as possible, write clearly, succinctly, answer the question directly and separate answers for the learnings (a) from the recommendation (b)
Remember you are the brand manager, think like one
