营销策划 -Burberry品牌手册.pptx

BURBERRY

BYAPPOINTMENTTO

HRHTHEPRINCEOFWALESOUTFITTERS

BURBERRYLIMTEDLONDON

BYAPPOINTMENTTO

HMQUEENELIZABETHIⅡ

WEATHERPROOFERS

BURBERRYLIMITEDLONDON

LYDIAWARREN

N0728408

Iconfirmthatthisworkhasgainedethical

approvalandthatwehavefaithfully

observedthetermsofapprovalinthe

conductofthisproject.

Signed:…

Date:....…../……

Brand

Timeline

Brand

Journey

Brand

Positioning

Font

Logo

Colour

Toneof

Voice

3

4

9

10

13

17

31

35

Sustainability

CommunicationGuidelines

CONTENTS

Products

Consumer

Store

Requirements

Brand

Touchpoints

20

1920

TheiconicBurberrycheckprintwas

developed.

2002

ThebrandwaslistedintheLondonStockExchange.

2013

BurberryopenedthefirststoreinIndia,inDehli.

BRANDTIMELINE

Theinventionofthe

firstBurberrytrench.ThiswasdevelopedtoservethemilitaryinWW1.

AsBurberrywas

firstdevelopedasanouterwearbrand,theyweretheoutfitterof

choiceformanypolarexplorers.

1879

ThomasBurberry

inventedGarbadine,abreathable,durablefabric.

1891

Thecompanymoved

itsfirststoreto

London.

TheflsubeTelewas

published.

Thebusinessis

currentlyworthf7.2billion.

1835

ThomasBurberrywasborninEngland,and

becameandapprenticedraper.

2013

Burberrypartnered

withdigitalgiant

GoogletolaunchtheircampaignBurberry

Kisses.

1912

mTsonkmAamns.yia

BURBERRYS

2016

3

BRANDJOURNEY

AtBurberry,ourbrandstoryandthehistoryofthebrandisthefoundationofeverythingwedo.WithoutourquintessentiallyBritishhistory,thebrandwouldnotbewhatitistoday.FoundedbyThomasBurberryin1856,ourbrandhasdevelopedovertimetobeadistinctiveBritishbrand,knownfortheiriconicbeigeanduniqueplaidprint.Incorporatedintoourbranding,productsandpackag