Burberry Case Study Research Paper
Order ID |
53563633773 |
Type |
Essay |
Writer Level |
Masters |
Style |
APA |
Sources/References |
4 |
Perfect Number of Pages to Order |
5-10 Pages |
Description/Paper Instructions
Burberry Case Study Research Paper
Burberry, Case Study, Research, Paper
Description
Please read the following 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 recognized 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
Burberry from its peers”
SECTION A: Please answer Q1 on ethical issues (Compulsory Question).
- 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.
- Propose appropriate sales promotion tactics to enhance Burberry’s brand
loyalty and brand image. Critically justify your choice drawing from the
benefit/congruency model.
- 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?
- 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.
RUBRIC
QUALITY OF RESPONSE |
NO RESPONSE |
POOR / UNSATISFACTORY |
SATISFACTORY |
GOOD |
EXCELLENT |
Content (worth a maximum of 50% of the total points) |
Zero points: Student failed to submit the final paper. |
20 points out of 50: The essay illustrates poor understanding of the relevant material by failing to address or incorrectly addressing the relevant content; failing to identify or inaccurately explaining/defining key concepts/ideas; ignoring or incorrectly explaining key points/claims and the reasoning behind them; and/or incorrectly or inappropriately using terminology; and elements of the response are lacking. |
30 points out of 50: The essay illustrates a rudimentary understanding of the relevant material by mentioning but not full explaining the relevant content; identifying some of the key concepts/ideas though failing to fully or accurately explain many of them; using terminology, though sometimes inaccurately or inappropriately; and/or incorporating some key claims/points but failing to explain the reasoning behind them or doing so inaccurately. Elements of the required response may also be lacking. |
40 points out of 50: The essay illustrates solid understanding of the relevant material by correctly addressing most of the relevant content; identifying and explaining most of the key concepts/ideas; using correct terminology; explaining the reasoning behind most of the key points/claims; and/or where necessary or useful, substantiating some points with accurate examples. The answer is complete. |
50 points: The essay illustrates exemplary understanding of the relevant material by thoroughly and correctly addressing the relevant content; identifying and explaining all of the key concepts/ideas; using correct terminology explaining the reasoning behind key points/claims and substantiating, as necessary/useful, points with several accurate and illuminating examples. No aspects of the required answer are missing. |
Use of Sources (worth a maximum of 20% of the total points). |
Zero points: Student failed to include citations and/or references. Or the student failed to submit a final paper. |
5 out 20 points: Sources are seldom cited to support statements and/or format of citations are not recognizable as APA 6th Edition format. There are major errors in the formation of the references and citations. And/or there is a major reliance on highly questionable. The Student fails to provide an adequate synthesis of research collected for the paper. |
10 out 20 points: References to scholarly sources are occasionally given; many statements seem unsubstantiated. Frequent errors in APA 6th Edition format, leaving the reader confused about the source of the information. There are significant errors of the formation in the references and citations. And/or there is a significant use of highly questionable sources. |
15 out 20 points: Credible Scholarly sources are used effectively support claims and are, for the most part, clear and fairly represented. APA 6th Edition is used with only a few minor errors. There are minor errors in reference and/or citations. And/or there is some use of questionable sources. |
20 points: Credible scholarly sources are used to give compelling evidence to support claims and are clearly and fairly represented. APA 6th Edition format is used accurately and consistently. The student uses above the maximum required references in the development of the assignment. |
Grammar (worth maximum of 20% of total points) |
Zero points: Student failed to submit the final paper. |
5 points out of 20: The paper does not communicate ideas/points clearly due to inappropriate use of terminology and vague language; thoughts and sentences are disjointed or incomprehensible; organization lacking; and/or numerous grammatical, spelling/punctuation errors |
10 points out 20: The paper is often unclear and difficult to follow due to some inappropriate terminology and/or vague language; ideas may be fragmented, wandering and/or repetitive; poor organization; and/or some grammatical, spelling, punctuation errors |
15 points out of 20: The paper is mostly clear as a result of appropriate use of terminology and minimal vagueness; no tangents and no repetition; fairly good organization; almost perfect grammar, spelling, punctuation, and word usage. |
20 points: The paper is clear, concise, and a pleasure to read as a result of appropriate and precise use of terminology; total coherence of thoughts and presentation and logical organization; and the essay is error free. |
Structure of the Paper (worth 10% of total points) |
Zero points: Student failed to submit the final paper. |
3 points out of 10: Student needs to develop better formatting skills. The paper omits significant structural elements required for and APA 6th edition paper. Formatting of the paper has major flaws. The paper does not conform to APA 6th edition requirements whatsoever. |
5 points out of 10: Appearance of final paper demonstrates the student’s limited ability to format the paper. There are significant errors in formatting and/or the total omission of major components of an APA 6th edition paper. They can include the omission of the cover page, abstract, and page numbers. Additionally the page has major formatting issues with spacing or paragraph formation. Font size might not conform to size requirements. The student also significantly writes too large or too short of and paper |
7 points out of 10: Research paper presents an above-average use of formatting skills. The paper has slight errors within the paper. This can include small errors or omissions with the cover page, abstract, page number, and headers. There could be also slight formatting issues with the document spacing or the font Additionally the paper might slightly exceed or undershoot the specific number of required written pages for the assignment. |
10 points: Student provides a high-caliber, formatted paper. This includes an APA 6th edition cover page, abstract, page number, headers and is double spaced in 12’ Times Roman Font. Additionally, the paper conforms to the specific number of required written pages and neither goes over or under the specified length of the paper. |
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