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The purpose of this paper is to introduce Burlington Socks brand extension in the US with respect to brand management concepts. The paper describes the extended brand, and analyzes the subjects of brand, brand equity, and strategic brand management – the design and implementation of marketing programs and activities to build, measure, and manage brand equity. To understand how to improve the long-term profitability of the brand extension strategy and mitigate the risk of brand dilution, the paper provides with concepts and techniques including positioning, brand elements, integrated marketing communications, secondary brand associations, branding strategies, managing brands over time, market segments. Keywords: brand resonance, mantra, point-of-parity and points-of-difference, brand elements, brand values, secondary brand associations, brand image, perceived value, brand relevance, brand awareness, marketing strategy, marketing promotion, database marketing, integrated marketing communications, database marketing.
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Founded in 1923, Burlington Industries Greensboro North Carolina Hosiery, Men's and Women’s Socks Argyle Diamond Pattern Design, Innovation (Bioguard) US market, license Kayser-Roth, Inc.
Going out of online business is not a serious decision
Brand needs revitalization New development around
design and reinforcement of innovation
Leveraging its basic triangle logo
Effective July 22, 2013, Burlington
socks and hosiery will no longer be
available for purchase online at
Burlingtonsocks.com.
Maximize present value by its specificity, distinctiveness
Define goals and find the perfect market balance
Be unconventional, be the risk takers and the fun havers
Shift image to one that expresses individuality
Create extension equity Desired point-of-parity Powerful points-of-
difference functionality to appealing to
fashion and style still maintaining image and
quality of performance
Offensive strategies Authenticity as a Core Value
Memorability Burlington memorable ad campaigns
Meaningfulness Being the official sock of the creative
counterculture Likability
Friendly, Burlington Socks is a likable company because exuding niceness
Defensive Strategies Launch sport and music
programs, which moves the brand to being an actual music and sport event producer
Transferability-Adaptability Build a purpose for the brand
beyond selling: Without this, there’s no path to authenticity at all
Apparel: Outwear
Bags: Handbags
Accessories: Scarves, umbrellas, belts,
wallets, jewelry
Young street culture interested in sport and adventure with a high sense of community
Anticipate consumer preferences and develop new products is vital
Associations with companies (Burlington), countries (USA) and distribution channel (specialty stores, department stores)
Brand ambassador, event sponsorship and other related activities
Balance: margins and basic Focus the action on lifestyle
brands. Boost brand reputation Create buzz and excitement Generate an engaging
customer experience outside the store
Establishing a deep emotional bound
Increasing sales Project a modern and
innovative image in line with brand values
Establish a strong digital presence
Associations, brand ambassadors, co-branding, licensing
Design customized marketing activities
Leverage secondary associations
Develop brands elements and new products
Viral advertising campaigns Mobile
marketing/cobranding initiatives
Advergaming: gamers want to play the game
Social networks Launch Facebook challenge:
personalize your outfit
Old loyal customers Socks not pleased with transformation to fashion centric strategies
Burlington image be diluted In co-branding, Burlington
Socks can lose charge or control to the overall brand development process as it is peg with other brands
