Question

Once known as a rugs brand, in 2006 Burberry revamped its product line to reinvent itself as a luxury brand by harnessing the power of heritage. Which strategy did Burberry use to influence the overall perception of its brand in the eyes of its old and potential new customers?

Answer 1

Burberry used repositioning.

Step-by-step explanation:

Repositioning refers to the major change in positioning for the brand/product. To successfully reposition a product, the firm has to change the target market’s understanding of the product. Repositioning is a very subtle and difficult process as the brand needs to change the target market’s understanding of the product.