Strength of Burberry

Burberry has strong branding value. Burberry is one of the world’s top 100 most valuable brands and has been announced as the most innovative brand in different times. Burberry is a globally recognized icon which includes the trench coat, trademark check and Equestrian Knight Device. The company’s strong branding is indicated by its strong sales throughout the year. The sales from 2013 to 2014 has increased 12%, which proves the strength of the brand. Burberry maintain the strong brand by creating products which keep brand attributes to the customers of all levels. With the use of media, Burberry connect the customers globally to build a strong brand. Burberry practices good distribution network. Burberry distributes its products through retail, wholesale, e-commerce and licensing distribution channels. The balanced distribution channels helps to diversify the risk that Burberry might face and keeps the income growing in a steady level. A total of 497 directly operated concessions and stores are operating in 32 nations. Furthermore, Burberry has created a multi-lingual website that offers in 11 different languages. Burberry has 70 franchise stores in 28 countries that are operated by third party. There are also 1400 wholesale department and specialty store that sells Burberry products in over 80 countries. In addition, Burberry also offers its licenses to various countries and generate income from it, which is about 80% from Japan, global product licenses and the European wholesale children license. Burberry has strong and powerful management team. Christopher Bailey, the new chief creative and chief executive officer will be appointed in 2014. He has been in Burberry since 2001 so he understands all the operating activities in the company which will contribute to the success of vision and mission of the company. The creativity and innovation of the products in Burberry is the factor of success in the past ten years. This is because an inspiring