Chose brand is Burberry and chosen two countries are China and the UK
1. Select a fashion brand; you will analyse the brand’s current competitive position globally
2. Now select two very different countries where your chosen fashion brand is present and has been in
the shops in those countries for several years.
Using a wide variety of information sources (academic journal articles as well as industry and company
reports) please complete the following:
1. A thorough, critical Strengths, Weaknesses, Opportunities and Threats analysis of your chosen
fashion brand globally.
2. A detailed description of your chosen brand’s target market for each of the two different
countries chosen.
3. A thorough critical appraisal of the brand’s consumption meaning, that investigates both
rational/functional as well as emotional meaning, for each of the two different countries chosen
4. A concise discussion of the “gap” between your chosen brand’s “brand identity”, i.e. intended
brand consumption meaning, and your chosen brand’s “brand image”, i.e. actual brand
consumption meaning, for each of the two countries chosen.
5. Briefly explain the following branding strategies, with modern day examples to support your
discussion: product branding, line branding, range branding, two-tier branding, corporate
branding, umbrella branding, co-branding
6. With reference to (5) above, describe the branding strategy(ies) that your chosen brand has
adopted and provide a critical appraisal of the strategy and why the brand has chosen to adopt
the strategy. If different branding strategies have been adopted in the two countries, you should
critically analyse and evaluate both strategies.
Useful website:
Websites
www.wgsn.com – WGSN Fashion forecasting andanalysis
(NB. access on site only or via a university VPN connection)
www.style.com – Vogueonline
www.trendwatching.com – Trend-watching, consumer trend forecaster
www.springwise.com – New ideas website related to market trend watching
www.brandZ.com/ (Global brandvaluation)
www.drapersonline.com/ (Fashion industry news andtrends)
