Strategic Marketing: Planning and Control, Third Edition

Draper, opened a shop in Basingstoke. By 1870 the business had established
a reputation for developing outdoor attire, and 1880 saw Thomas Burberry
invent a gabardine fabric which was hardwearing and waterproof. The
famous Burberry check was first used in 1924 as a lining for the company’s
trench coat. The check now holds ‘iconic’ fashion status, with associated
products worn by Humphrey Bogart in ‘Casablanca’ and Audrey Hepburn
in ‘Breakfast at Tiffany’s’.
Today the brand has a global presence, with outlets all over the world.
It boasts an impressive range of merchandise including apparel, eyewear
and golf-related products. Burberry views the brand as: ‘... a luxury brand
with distinctive British sensibility, strong international recognition and differen-
tiated brand values that resonate across a multi-generational and dual-gender
audience’. (Source: http://www. burberryplc.com.)

Required

The success of Burberry, or any brand for that matter, depends on effect-
ively transforming the brand vision into reality. Comment on actions the

Problem-based learning 323

Problem

Group meeting

Research

Feedback, discussion

and analysis

No Resolved?

Yes

Present findings

Figure 17.1

The PBL process