The Analysis of Brand Identity, Brand Position and an IMC Strategy for UK Market Penetration: The Case of Burt's Bees

The Analysis of Brand Identity, Brand Position

and an IMC Strategy for UK Market Penetration:

The Case of Burt's Bees

Module Name: Marketing Communications (26322)

Student ID: 200616470

Lecturer: Dr. Wen-ling Liu

Date of submission: 10th December, 2007

Word Count: 3808

Content

21. Introduction: �

22. Brand Identity �

32.1 Physique �

42.2 Relationship �

42.3 Customer Reflection �

52.4 Personality �

62.5 Culture �

72.6 Self-image �

73. Brand Positioning �

94. IMC Strategy �

94.1 IMC Strategy �

124.2 Communication Mix �

165. Conclusion �

17Appendices �

18Reference �

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The Analysis of Brand Identity, Brand Position

and an IMC Strategy for UK Market Penetration:

The Case of Burt's Bees

1. Introduction:

Burt's Bees has become a strong personal care company in USA after over 20 year's development. It is praised for its natural personal care products and has taken up big market share in USA.

Relationship between trade marks and brand

Figure 1

Figure 2

In order to extend to global market, the company penetrates UK market, however, it encounters the problem that UK customers do not know its products so that the turnover is low. Burt's Bees needs to make some improvements aiming to solve the problem. This report analyses Burt's Bees's brand identity, discusses its poisoning, and develops an integrated marketing communications (IMC) strategy for the UK market penetration.

2. Brand Identity

Integrated marketing communications (IMC) is a way of looking at the whole marketing process from the viewpoint of the receiver (Kotler, 2000:549). It emphasises the two-way communications between a company and its customers by the association with various media. From the whole marketing perspective, as Chris Fill argued, IMC integrates promotional tools, messages, marketing mix, branding, strategy, employees, technology, and agencies (Fill, 2005). Branding is an important element, because the brand of a company is the abstract image of its...